Apple wins Grand Prix at Cannes for ‘Shot on iPhone’ campaign

Apple’s famous “Shot on iPhone” ad series has just earned one of the advertising industry’s highest honors: the Grand Prix in the Creative Effectiveness Lions category at this year’s Cannes Lions International Festival of Creativity. Not bad for a campaign that started a decade ago.

The Creative Effectiveness Lions specifically reward campaigns that prove long-term business impact through creativity. This year marked the fourth consecutive year of growth in submissions for the category, up 6.5% compared to 2024.

Still, of the more than 300 entries submitted, only 17 were awarded: three Gold, six Silver, seven Bronze, and the single Grand Prix, which went to Apple and its agency TBWA\Media Arts Lab.

Apple’s longest-running campaign earns Cannes’ top honor

“Shot on iPhone,” launched a decade ago, has become one of Apple’s most recognizable marketing campaigns, leveraging one of the iPhone’s key selling points. As observed in Cannes’ press release with the winners list, Counterpoint Research data from 2025 establishes the camera as a key factor in helping the iPhone become the world’s best-selling smartphone.

Andrea Diquez, Global CEO of GUT and this year’s Jury President for the category, praised the campaign’s ability to blur the line between art and everyday life:

“‘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.”

For Apple, the recognition caps off a decade of creative work encouraging everyday users to showcase the capabilities of the iPhone camera, turning casual snapshots into a global ad platform.