Apple’s well-known “Shot on iPhone” advert collection has simply earned one of many promoting business’s highest honors: the Grand Prix within the Artistic Effectiveness Lions class at this yr’s Cannes Lions Worldwide Competition of Creativity. Not dangerous for a marketing campaign that began a decade in the past.
The Artistic Effectiveness Lions particularly reward campaigns that show long-term enterprise affect by creativity. This yr marked the fourth consecutive yr of progress in submissions for the class, up 6.5% in comparison with 2024.
Nonetheless, of the greater than 300 entries submitted, solely 17 have been awarded: three Gold, six Silver, seven Bronze, and the only Grand Prix, which went to Apple and its company TBWAMedia Arts Lab.
Apple’s longest-running marketing campaign earns Cannes’ prime honor
“Shot on iPhone,” launched a decade in the past, has change into considered one of Apple’s most recognizable advertising and marketing campaigns, leveraging one of many iPhone’s key promoting factors. As noticed in Cannes’ press launch with the winners listing, Counterpoint Analysis knowledge from 2025 establishes the digicam as a key think about serving to the iPhone change into the world’s best-selling smartphone.
Andrea Diquez, International CEO of GUT and this yr’s Jury President for the class, praised the marketing campaign’s means to blur the road between artwork and on a regular basis life:
“‘Shot on iPhone’ was awarded the Grand Prix for its groundbreaking means to democratize creativity, remodeling on a regular basis moments into artwork. The marketing campaign stood out as a masterclass in elevating user-generated content material to construct a long-term platform with beautiful execution. When a shopper commits to a long-term platform constructed round extremely inventive work that resonates globally and regionally, it’s magic – it’s this distinctive mixture that makes it actually deserving of the business’s prime honor.”
For Apple, the popularity caps off a decade of inventive work encouraging on a regular basis customers to showcase the capabilities of the iPhone digicam, turning informal snapshots into a worldwide advert platform.
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