Selected as the best entry at this week’s Cannes Lions International Festival of Creativity in the outdoor category, which includes billboards, posters and the like, the campaign showcased the camera on Apple’s latest smartphone with stunning images taken by users of the device from around the world.
Apple worked with its long-term ad partner TBWA Media Arts Lab to create the campaign, and spent time scouring sites such as Instagram and Flickr to find suitable photos.
Once the 160 or so image owners had given permission for their work to be used, Apple launched the campaign on its website before shifting it to more than 10,000 billboard and poster sites in 70 cities across 24 countries. The ads also appeared on TV and in print media around the world.
According to Fast Company, Jury president Juan Carlos Ortiz praised the Cupertino company’s effort, saying, “It’s not just a great idea, it’s a game changer. It’s really opening a new way of doing things and changing behavior.”
Canada-based photographer Dan Carr, whose striking shot of ice bubbles (right) was included in the campaign, told Digital Trends he was “thrilled” to see Apple pick up the award, adding, “It makes the whole thing even more special now that this campaign has been recognized by the advertising industry as a whole.”
It’s not clear if Apple compensated the photographers for their work – those we’ve contacted have declined to offer any details.
Apple and TBWA rounded off a perfect evening by also collecting five special awards for specific “Shot on iPhone 6” posters used as part of the campaign.
Expanding its award-winning marketing effort, Apple recently included videos shot on the iPhone 6 as well. You can see all the work on its World Gallery site here.
