Apple’s “Shot on iPhone” ad campaign turns 10 years old this year and the long-running campaign has won a Grand Prix award for Creative Effectiveness at the 2025 Cannes Lions International Festival of Creativity in Cannes, France this week. Advertising agency TBWA\Media Arts Lab created the campaign.
The “Shot on iPhone” series of ads first debuted in early 2015 to promote the iPhone 6’s camera capabilities. The ad campaign has showcased photos taken by iPhone users and has appeared on billboards, transit posters, and other locations. A series of “Shot on iPhone” videos promoting the video recording capabilities of several iPhone models have alo appeared on YouTube over the years.
The Cannes Lions International Festival of Creativity Creative Effectiveness award celebrates the “measurable impact of creative work,” and the Shot on iPhone campaign has helped to boost iPhone sales for 10 years.
“‘Shot on iPhone’ was awarded the Grand Prix for its groundbreaking ability to democratize creativity, transforming everyday moments into art,” said Andrea Diquez, CEO of the advertising agency GUT. “The campaign stood out as a masterclass in elevating user-generated content to build a long-term platform with stunning execution.”
