Apple | Shot on iPhone | 2025
The Bear That Changed the World in 10 Years / Apple "Shot on iPhone"
"Shot on iPhone" started out as a camera ad for the iPhone 6s and has now run for 10 years, winning the Grand Prix at Cannes Lions in 2025. It's a textbook example of a long-running brand campaign.
The problem
Back in 2015, competitors like Samsung were busy competing on camera specs. Apple chose a different path: handing the right to advertise over to its users.
The insight
Everyone has a story worth telling, and anyone can be a creator. Instead of talking about technical specs, Apple made the creativity of the person taking the photo the real star.
The idea
Apple picked the best photos posted with the hashtag #shotoniphone and used them directly as official ads, placing them on billboards and digital ads around the world. The person who took the photo became the face of the ad.
What happened
Over 10 years, more than 28.9 million posts have used the hashtag on Instagram. A single hashtag became a brand asset that lasted a full decade.
Afterthought
Saying the same thing for 10 years straight is actually one of the hardest things to do. Instead of fighting it out over specs, Apple spent 10 years simply letting users keep shooting. The next 10 years will probably start with someone's shutter click, too.
Awards
- Cannes Lions Grand Prix 2025
