Best of the Decade: Apple's huge outdoor billboards prove the iPhone's picture-taking power

Campaign Consists Entirely of User-Created Images

Published On
Mar 02, 2015

Editor's Pick

Creativity looks back on the brand ideas and campaigns that made the last decade. See the full lineup here

Best of the Decade

In 2015, Apple and TBWA/Media Arts Lab debut what would become a now long-running brand platform that doubles as an elegant product demo: “Shot on iPhone.”

The campaign began as an outdoor push running in 70-plus cities in more than 20 countries. It featured huge images captured by everyday users and eventually, evolved into film.

The effort went on to earn the Cannes Lions Outdoor Grand Prix, standing out for its simplicity. Jury President and President-CEO of DDB Latina Juan Carlos Ortiz said that while there was a range of technologies and ideas presented for the outdoor category, the Apple work won because "there is a very important part" to the Apple campaign, "and that's the product itself."

Since it debuted, the campaign has tapped a diverse array of talents to contribute, including NHL players and “Deadpool 2” director David Leigh, who shot the brand’s recent blockbuster snowball fight

Original story

In recent weeks, we've seen a lot of Apple advertising and promotion created by Apple products. The brand got prime placement on a February episode of Modern Family, which was shot entirely on the iPad and iPhone 6. Recent spots, too, have been created using Apple tech, such as the Oscars ad featuring a speech by Martin Scorsese and also shot entirely on an iPad.

In Apple's latest clever marketing move, the brand is promoting photography on the iPhone 6 with images created by iPhone users. An online World Gallery as well as billboards and print ads created entirely out of found iPhone 6 images are at the heart of the new effort. They represent the work of 77 different shooters from around the world. The campaign will run online, in print and outdoor across 70 cities and 24 countries.