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14 articles
Apple | Shot on iPhone | 2025
"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.
SYDNEY OPERA HOUSE | Play It Safe | 2024
This isn't an ad for condoms. It's a movie made for the Sydney Opera House's 50th anniversary. The title is "Play It Safe," and the lyrics Tim Minchin sings are all about "don't take risks, let's play it safe" — yet the footage thoroughly celebrates "dangerous creativity." That irony works incredibly well.
APPLE | Fuzzy Feelings | 2024
I was on the verge of tears for the whole four minutes. When stop-motion and live action melted together and George Harrison's "Isn't It a Pity" started playing, I was completely gone.
GOOGLE | Creatability | 2019
Moving your face to make music. Drawing a picture by listening to sound. Turning your whole body into an instrument. This wasn't a tool made for people with disabilities—it was an experiment that asked, "What do we even mean by creativity?"
MICROSOFT | The Franchise Model | 2019
There was a site where you could customize your own Xbox controller. People loved designing them, but kept leaving without buying. McCann London found a trick there that boosted sales by 350%.
MAKE SOMETHING WONDERFUL - APPLE | MAKE SOMETHING WONDERFUL / BEHIND THE MAC | 2019
Oprah Winfrey, Serena Williams, Paul McCartney — all of them shown quietly working away at a Mac. And woven in between them, with just as much weight, is the desk of someone nobody's ever heard of.
TODAY@APPLE | Today at Apple | 2018
At Cannes 2018, what Apple won wasn't for advertising. It won the Grand Prix for store experience — an award earned by giving up on being a "place to sell."
SONY | GRAVITY CAT | 2017
A cat walks on walls, runs across the ceiling, and two sisters fall into the sky along with their entire apartment. For four straight minutes, I just kept asking myself, "Is this really not CGI?"
ADIDAS ORIGINALS | ORIGINAL IS NEVER FINISHED | 2017
What does "original" even mean? To answer that question, adidas remixed one of the most overused songs in history, Frank Sinatra's "My Way." The whole idea is ridiculous, and that's exactly why I love it.
ALPHAGO | AlphaGo | 2016
Seoul, March 2016. The world's strongest Go player, Lee Sedol, faced off against Google's Go-playing AI, AlphaGo, in a five-game match. Go had long been called a game AI could never solve. In just five days, that belief was turned upside down.
CANAL+ | THE BEAR | 2012
A bearskin rug lying on a living room floor becomes a Hollywood film director. It sounds ridiculous written out like that, but this became the most awarded ad in Gunn Report history in 2012.
CANON | EOS PHOTOCHAINS | 2010
In 2010, Canon Australia turned photography, a solo hobby, into a game that connects people. This campaign won the Grand Prix in the Media category at Cannes Lions.
ABSOLUT VODKA | ABSOLUT MACHINES | 2008
In 2008, robot orchestras showed up in Stockholm and New York. Someone, somewhere in the world, would send a short melody over the web, and the machines would "interpret" it on the spot, turning it into a three-minute song. It was a wonderfully romantic experiment cooked up by Absolut.
Apple | Think Different | 1997
In 1997, Jobs returned to an Apple that was on the brink of bankruptcy, and what he put out into the world wasn't a new product or a discount—it was just two words. "Here's to the crazy ones"—this 60-second tribute to crazy people became more than an ad; it became a declaration.