Today at the Cannes Lions International Festival of Creativity, Apple's recent "Shot on iPhone 6" ad campaign, officially referred to as "World Gallery", won the Outdoor Lions Grand Prix, one of the most prestigious awards in advertising (via Fast Company).
According to the jury president Juan Carlos Ortiz, creative chairman at DDB Americas, the judges didn't so much choose "World Gallery," it chose them. Praising the Grand Prix winner, Ortiz said: "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."
While the Cupertino company won the grand prize for the outdoor category, it also picked up five Gold Lions awards for specific "Shot on iPhone 6" posters in the campaign. The ad initiative was a collaboration between Apple and TBWA/Media Arts Lab. Apple debuted the new ad campaign in early March, featuring photos and video taken by iPhone 6 users from around the world on billboards, print media, TV ads and more.
Apple and TBWA/Media Arts Lab are no strangers to the Cannes Lions Festival, having won the Grand Prix for Press for its iPad mini magazine campaign in 2013.