“It’s breathtaking”: “Shot on iPhone” videos win award at Cannes

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 A marketing success for the Cupertino company.


Since 2015, Apple has been promoting the capabilities of its smartphone camera with the "Shot on iPhone" campaign. The campaign, created by the TBWA Media Arts Lab agency, was just awarded the Grand Prix for Creative Effectiveness this week at the 2025 Cannes Lions International Festival of Creativity in Cannes, France.

After ten years of existence, this campaign is still as attractive as ever. Quoted by MacRumors , Andrea Diquez, CEO of the advertising agency GUT, emphasizes in this regard: "Shot on iPhone" received the Grand Prix for its revolutionary ability to democratize creativity, transforming everyday moments into works of art. The campaign stood out as a masterclass in leveraging user-generated content to build a long-term platform with stunning execution."

A showcase for the iPhone

As a reminder, since the launch of this "Shot on iPhone" campaign, Apple has made a major impact on the perception of mobile video, and highlighted advanced features, such as Cinematic mode, optical stabilization, low-light capture and ultra-wide angle. These tools can be used by amateurs as well as professional filmmakers.

Short films like Fursat , made entirely with an iPhone 14 Pro Max, illustrate the power of these technologies, as we previously mentioned. The integration of Deep Fusion, Action Mode and macro photography allows, in addition to obtaining images of remarkable sharpness and creativity, and this is what caught the eye of the jury at Cannes.


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