Today at the Cannes Lions International Festival of Imagination, Apple’s current “Shot on iPhone 6” advertising campaign, officially referred to as “World Gallery”, won the Outdoor Lions Grand Prix, one of the most respected awards in advertising (through Quick Business).

Apple World Gallery

According to the jury president Juan Carlos Ortiz, innovative chairman at DDB Americas, the judges didn’t a lot choose “World Gallery,” it chose them. Applauding the Grand Prix winner, Ortiz stated: “It’s not just an excellent idea, it’s a video game changer. It’s really opening a new method of doing things and changing habits.”

While the Cupertino company won the grand prize for the outside classification, it also selected up five Gold Lions awards for specific “Shot on iPhone 6” posters in the project. The advertisement initiative was a partnership between Apple and TBWA/Media Arts Laboratory. Apple debuted the brand-new advertising campaign in early March, featuring photos and video taken by iPhone 6 users from around the world on billboards, print media, TV ads and more.

Apple and TBWA/Media Arts Lab are no strangers to the Cannes Lions Festival, having actually won the Grand Prix for Press for its iPad mini magazine campaign in 2013.

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