long-term platform

Method

2 articles

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.

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DOVE | Real Beauty: How a Soap Brand Created a Global Self-Esteem Movement | 2025

A Soap Brand Changed the World. / DOVE "Real Beauty"

An ad for soap has spent 20 years picking a fight with the definition of "beautiful." In 2025, it won three Grand Prix at Cannes. This isn't really an ad campaign anymore—it's bigger than that.