Apple’s well-known “Shot on iPhone” advert sequence 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 Pageant 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 development in submissions for the class, up 6.5% in comparison with 2024.
Nonetheless, of the greater than 300 entries submitted, solely 17 had 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 one in all Apple’s most recognizable advertising campaigns, leveraging one of many iPhone’s key promoting factors. As noticed in Cannes’ press launch with the winners checklist, Counterpoint Analysis knowledge from 2025 establishes the digital camera as a key consider serving to the iPhone change into the world’s best-selling smartphone.
Andrea Diquez, World CEO of GUT and this yr’s Jury President for the class, praised the marketing campaign’s skill to blur the road between artwork and on a regular basis life:
“‘Shot on iPhone’ was awarded the Grand Prix for its groundbreaking skill to democratize creativity, reworking 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 gorgeous execution. When a shopper commits to a long-term platform constructed round extremely artistic 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 artistic work encouraging on a regular basis customers to showcase the capabilities of the iPhone digital camera, turning informal snapshots into a world advert platform.
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