Apple’s award-winning ‘Shot on iPhone’ ads are a ‘game-changer’

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Taken by Hyeong Jun K. in Seoul, South Korea.
Taken by Hyeong Jun K. in Seoul, South Korea. Using an iPhone, of course.
Photo: Apple

Apple’s crowdsourced “Shot on iPhone” ad campaign’s not just a hit with customers — it’s raking in plaudits from the pros as well.

The iPhone campaign and its accompanying “World Gallery” picked up the top prize at the Outdoor Lions competition at Cannes, with jury president Juan Carlos Ortiz describing it as “not just a great idea, [but] a game-changer.”

We couldn’t agree more.

Unlike so many ads today which which simply attack competitors in the field, Apple’s iPhone ads celebrate the users behind the technology. To do this, Apple crowdsourced photos taken with its iPhone by regular around the world — emphasizing how much the iPhone has democratized technology.

Apple gathered the images via social media and wound up with shots from 77 people in 24 countries, which were subsequently displayed on billboards, bus stops and train stations. The campaign also spread to Apple Stores and, most recently, was expanded to include videos, too.

While it’s great to see Apple win for the nifty campaign, it’s no great surprise that the company does advertising really well. As one of the company’s original ad-men (in the late 1970s) told me, Steve Jobs insisted from the start that ads highlight the users over the technology. That approach hasn’t changed since — and apparently it’s as much of a “game changer” now as it’s ever been.

Source: Fast Company