Through New Year's, we'll be counting down the best work of the year in TV/Film/Branded Content, Print/Outdoor/Design and Interactive/Integrated (IX) as our picks of the day.At No. 2 in Print/OOH/Design, Apple and TBWA/Media Arts Lab proved the excellence of the iPhone 6's picture-taking capabilities with this simple but effective product demo: huge billboards whose images were captured on the phone itself. A simple tagline, "Shot on iPhone 6," drove the point home. The campaign earned the Outdoor Grand Prix at Cannes in June.
Apple has won the Grand Prix in the outdoor category at the Cannes Lions International Festival of Creativity.
Many awards at Cannes these days are given to campaigns that incorporate technology into their work, including outdoor work. But Apple's work by TBWA/Media Arts LAb won a Grand Prix for the outdoor category with little technology used at all as part of the execution. Apple's World Gallery campaign featured photos from users taken exclusively on the iPhone 6. The billboards are simple, with one caption: "Shot on iPhone 6." The billboards, meant to illustrate how the iPhone 6 can take high quality photos, were posted in 70-plus cities in more than 20 countries.
Jury President and President-CEO of DDB Latina Juan Carlos Ortiz said that while there was a range of technologies and ideas presented for the outdoor category, the Apple work won because "there is a very important part" to the Apple campaign, despite its simplicity, "and that's the product itself." The ads not only showed how well the device can take high-resolution photographs, but "the campaign showed the sharing power of technology."
Apple previously won the Press Grand Prix in 2013 for a campaign for the iPad Mini.
In recent weeks, we've seen a lot of Apple advertising and promotion created by Apple products. The brand got prime placement on a February episode of Modern Family, which was shot entirely on the iPad and iPhone 6. Recent spots, too, have been created using Apple tech, such as the Oscars ad featuring a speech by Martin Scorsese and also shot entirely on an iPad.
In Apple's latest tech-driven marketing move, the brand is promoting photography on the iPhone 6 with images created by iPhone users. An online World Gallery as well as billboards and print ads created entirely out of found iPhone 6 images are at the heart of the new effort. They represent the work of 77 different shooters from around the world. The campaign will run online, in print and outdoor across 70 cities and 24 countries.