The Shot on iPhone campaign is one of the most recognizable within Apple. A campaign born in 2014 and that it has grown to encompass contests, commissioned content and ultimately become a benchmark for the photographic capabilities offered by the company’s phones.
A campaign which, out of nowhere, went around the world
Tor Myhren, VP of Marketing Communications, reflected on this in a recent interview with Adweek. An interview in which he explains that the idea of the campaign nation in the most innocent way notice the hashtags that were used when posting photos taken with an iPhone.
Designed from the start for something that would take place outdoors, Shot on iPhone was “a ridiculously simple idea based on the behavior we observed with people posting their photos and tagging them in different ways.”
In this way an “official” way to share photos has been created Taken with an iPhone. One way to give them visibility and which even made it possible to be part of the annual competitions, where all the images published and tagged with “#shotoniphone” participate. Myhren also reflected on the why of the outdoor locations.
“We love the outdoors. It breaks all the rules of today’s fast-paced, temporal and fractured digital culture. It’s static, it doesn’t move, it’s singular, all the things that most marketers today are not. “
Over time, the campaign gained momentum and had curators for important artists such as Lady Gaga or Selena Gomez. The videos produced and the winning images have toured the world several times.
And that’s just the beginning. The campaign spilled over into videos, TV spots and even caused a stir on TikTok or Instagram. As Myhren acknowledges, “when you have such a rich base, there is no limit to how much it can go”.
Imagen | Josh Power
