Apple’s renowned Shot on iPhone campaign has been honored with the Grand Prix in the Creative Effectiveness Lions category at the 2025 Cannes Lions International Festival of Creativity. This prestigious award recognizes campaigns that demonstrate long-term business impact through creative excellence.
Launched in 2014, the Shot on iPhone campaign has become one of Apple’s most iconic marketing initiatives. By showcasing photographs and videos captured by everyday users, the campaign highlights the iPhone’s exceptional camera capabilities and encourages user engagement. Over the years, it has evolved to include various media formats, from billboards and print ads to television commercials and social media platforms.
The campaign’s success is evident in its widespread reach and impact. According to Counterpoint Research data from 2025, the iPhone’s camera has been a significant factor in making it the world’s best-selling smartphone. The Shot on iPhone campaign has played a crucial role in this achievement by effectively demonstrating the device’s photographic prowess.
Andrea Diquez, Global CEO of GUT and Jury President for the Creative Effectiveness Lions category, praised the campaign’s innovative approach:
> ‘Shot on iPhone’ was awarded the Grand Prix for its groundbreaking ability to democratize creativity, transforming everyday moments into art. The campaign stood out as a masterclass in elevating user-generated content to build a long-term platform with stunning execution. When a client commits to a long-term platform built around highly creative work that resonates globally and locally, it’s magic – it’s this unique combination that makes it truly deserving of the industry’s top honor.
This recognition marks the second time Apple has received the Creative Marketer of the Year award at Cannes Lions, the first being in 2019. The award acknowledges Apple’s sustained commitment to innovative and creative marketing strategies. Simon Cook, CEO of LIONS, commented on Apple’s achievement:
> Apple has fostered a culture that prioritizes creativity and innovation, and that shows up in its deep understanding of meaningful marketing.
The Shot on iPhone campaign’s success lies in its simplicity and authenticity. By featuring real photos and videos taken by iPhone users worldwide, Apple has created a sense of community and inclusivity. This approach not only showcases the iPhone’s capabilities but also empowers users to share their unique perspectives.
The campaign’s impact extends beyond advertising accolades. It has influenced how Apple markets other products, such as AirPods and the Apple Watch, by emphasizing user experiences and real-world applications. This user-centric approach has resonated with consumers and set a new standard for authenticity in advertising.
In addition to the Grand Prix, the Shot on iPhone campaign has received numerous other awards over the years, including multiple Gold Lions. These accolades reflect the campaign’s enduring appeal and effectiveness in connecting with audiences globally.
Apple’s commitment to creativity and innovation is evident in its marketing strategies. By continuously evolving the Shot on iPhone campaign and embracing new platforms and technologies, Apple has maintained its position as a leader in the tech industry.
The success of the Shot on iPhone campaign also highlights the power of user-generated content in modern marketing. By leveraging the creativity of its user base, Apple has created a campaign that feels both authentic and aspirational. This approach not only enhances brand loyalty but also encourages users to explore the full potential of their devices.
As Apple continues to innovate and push the boundaries of technology, the Shot on iPhone campaign serves as a testament to the company’s dedication to creativity and user engagement. The recent Grand Prix win at Cannes Lions 2025 is a fitting recognition of a campaign that has left a lasting impact on the advertising industry and beyond.
