Apple takes top Outdoor Lions prize at Cannes Festival for its Shot on iPhone campaign


Apple first launched its Shot on iPhone 6 ad campaign earlier this year to showcase photographs taken by users with their iPhone. The shots were shown in Apple’s World Gallery and were taken from various areas around the world. Now, Apple’s World Gallery campaign has taken the top prize in the Outdoor Lions category at the Cannes Grand Prix festival. The World Gallery images were shown off on billboards around the world. 

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Apple won a Grand Prix in Press back in 2013 for its ad campaign that placed ads on the backs of magazines, advertising the size of the iPad. This year, Apple’s Shot on iPhone campaign was praised by jury president Juan Carlos Ortiz for showing a new way of doing things and changing user behaviors.

The Shot on iPhone World Gallery showcased images from 162 users and was marketed in 73 cities in 25 countries. Images in the campaign itself were shot in 13 different countries.

Creative chairman Juan Carols Ortiz (via: FastCompany):

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.”

Apple has most recently expanded its Shot on iPhone campaign to showcase videos taken by users.

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  1. irelandjnr - 8 years ago

    It’s a super ad campaign. Personally though I’m a fan of what São Paulo did by banning all outdoor billboards and signs. It humanised the city.

  2. cfibanez - 8 years ago

    Shot on iPhone. Post-processed in Photoshop.

    • Laughing_Boy48 - 8 years ago

      Along with nearly every other photographer on the planet. What’s your point?

      • cfibanez - 8 years ago

        Photographers, yes. Ordinary folks in the street that just snap candid pics with their phones (the vast majority of iPhone owners), definitely no. This ad campaign is leading them to believe that such photographs are possible SOOiP (Straight-Out-Of-iPhone). Which is not true. What’s the resolution of the iPhone camera? Those posters are truly gigantic. No noise, no pixelation. Perfect exposures. It is totally misleading.

      • That is, indeed, a pointless comment. The pictures were shot on iPhone, and if you check out the World Gallery, they also give the editing app that was used when there is one.
        It just shows that you can shoot this with your iPhone.
        About the size of a billboard. Come on! You clearly don’t know what you are talking about. Every image, even shot on a professional large-format camera, needs to be processed, made bigger, to fit a billboard.
        Megapixels have very little to do with it.
        I own a Canon 5D. It’s starting to get old, but a few years ago, it was considered a professional camera, and many ads were shot with that camera. Well, it’s 12Mpx.

        Anyway, someone using expressions like SOOiP shouldn’t be allowed to comment on the internet.

      • cfibanez - 8 years ago

        “Anyway, someone using expressions like SOOiP shouldn’t be allowed to comment on the internet.”

        Was that needed? Why so much aggression?

      • iphonery - 8 years ago

        @cfibanez – These billboards are several hundreds of feet away from their audience. So you won’t be able to see any imperfections in the photo from that distance. Now if you were closer, then yeah you’ll see major pixelation, noise, etc.

      • Thomas Gattinger - 8 years ago

        iphonery: they are not always so far away. at Puerta de Sol/Madrid the bottom of the billboard is maybe 3meters over ground, so pedestrians come as close as 2-3 meters. And I saw no visible pixels from that distance…

    • irelandjnr - 8 years ago

      I’ve taken unprocessed shots with my iPhone that look super. Point is it’s a great camera.

  3. edgar.r (@edgarerios) - 8 years ago

    Does Apple pay the Artists of these images for their campaign?

    • Of course!

      • irelandjnr - 8 years ago

        How do you know?

      • cfibanez - 8 years ago

        Because he is an apple fanboy that will just adore everything they do at cupertino…

      • life3176 - 7 years ago

        No they do not pay. Apparently it’s a “contest.” My friends daughter “won” for the yellow one this year.

      • life3176 - 7 years ago

        No. They do not. See below.

  4. doonbelieve - 8 years ago

    Reblogged this on naturally informed and commented:
    you can also see some amazing iPhone photos at the apple store on their Macs … in Photos app

  5. Thomas Gattinger - 8 years ago

    I am impressed by those ads, see the one at Puerta de Sol / Madrid regularly ;) But a question to the professionals: how can they make a 8MP picture as big as a building? Is there some special interpolation done, to make lets say 200MP out of the 8? Cause there are not really single pixels visible, and you can go as close as a few meters to the ads…

    I also think it is a great camera, shoot a lot more with my iPhone 6 than with my Lumix G6 (16MP). But I am a bit concerned about the 8MP. In a few years we have computer screens with higher resolution than that, and then it might have been better to take the other – higher res – cam with me? ;)


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Chance is an editor for the entire 9to5 network and covers the latest Apple news for 9to5Mac.

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