Apple’s “shoot with iPhone” advertising creativity won the Cannes Creative Festival award – Passionategeekz –

[CNMO Technology News]At the 2025 Cannes International Creative Festival, Apple won the highest award in Creative Effectiveness Lions for its well-known advertising campaign “Shot on iPhone”, adding an achievement to this marketing campaign that has lasted for ten years.

Since its launch, “Shooting with iPhone” has successfully shaped the benchmark position of iPhone in the field of mobile photography with real user-generated content and excellent photography effects. This award was won by Apple and its long-term advertising company TBWAMedia Arts Lab, and is also the only full-time award in this award category this year.

According to the Cannes Creative Festival Organizing Committee, the award aims to recognize advertising works that achieve long-term commercial results driven by creativity. In 2025, the number of submissions in this category increased by 6.5% year-on-year. More than 300 works participated in the competition, and only 17 were won in the end, including 1 full-time award, 3 gold awards, 6 silver awards and 7 bronze awards.

Andrea Diquez, Cannes judge and GUT global CEO, highly praised the ad: “‘Photography with iPhone’ has achieved true popularity by breaking the boundaries between art and daily life. It not only enhances the value of user-generated content, but also builds a long-term brand platform with far-reaching influence on the global scale. It is a classic course on how to perfectly combine creativity with execution.”

Data shows that Apple iPhone has become the world’s best-selling smartphone for many years, with image performance being one of the key factors. In 2025, Counterpoint Research data shows that photography capabilities are the core driving force for iPhone sales.

This advertising campaign not only became one of the longest-lived advertising projects in Apple’s history, but also successfully transformed the daily moments of ordinary users into artistic displays on the global marketing stage, which once again confirmed Apple’s extraordinary strength in brand building and creative marketing.

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