Shot on iPhone

Each year Apple needed a campaign that kept the iPhone front of mind until the next one launched in September. Each year the work was different, until we came up with Shot on iPhone. This simple idea - to highlight the brilliant photos and videos taken by iPhone users - has run all over the world, with several different themes, since 2015, and shows no signs of slowing down. It’s immensely versatile, can work in any medium (except radio), and is the very definition of both product demonstration and User Generated Campaign. In its launch year Apple sold over 231 million iPhones, up 62 million from the previous year, and the campaign went on to win the Cannes Grand Prix and Grand Clio, as well as dozens of other international awards.