Apple’s renowned “Shot on iPhone” advertising campaign has just received one of the advertising industry’s most prestigious accolades: the Grand Prix in the Creative Effectiveness Lions category at the Cannes Lions International Festival of Creativity. Not bad for a campaign that began a decade ago.
The Creative Effectiveness Lions honor campaigns that demonstrate a long-term business impact driven by creativity. This year saw a 6.5% increase in submissions for the category compared to 2024, marking the fourth consecutive year of growth.
Out of over 300 submissions, only 17 awards were given: three Gold, six Silver, seven Bronze, and the coveted Grand Prix, awarded to Apple and its agency TBWA\Media Arts Lab.
Apple’s longest-running campaign earns Cannes’ top honor
Launched ten years ago, “Shot on iPhone” has become one of Apple’s most recognizable marketing efforts, highlighting one of the iPhone’s essential selling points. According to data from Counterpoint Research in 2025, the camera has significantly contributed to the iPhone’s status as the world’s best-selling smartphone.
Andrea Diquez, Global CEO of GUT and this year’s Jury President for the category, commended the campaign for its ability to blend art and daily life:
“’Shot on iPhone’ received the Grand Prix for its innovative ability to democratize creativity, transforming ordinary moments into art. The campaign excelled as a masterclass in elevating user-generated content to establish a long-lasting platform with incredible execution. When a client dedicates itself to a long-term initiative centered around highly creative work that resonates both globally and locally, it’s pure magic – this unique blend truly warrants the industry’s highest honor.”
For Apple, this recognition culminates a decade of creative endeavors encouraging everyday users to highlight the capabilities of the iPhone camera, turning everyday snapshots into a global advertising platform.
