Title | WORLD GALLERY |
Brand | APPLE |
Product / Service | IPHONE |
Category | C04. Photography |
Entrant | TBWA\MEDIA ARTS LAB Shanghai, CHINA |
Entrant Company | TBWA\MEDIA ARTS LAB Shanghai, CHINA |
Advertising Agency | TBWA\MEDIA ARTS LAB Shanghai, CHINA |
Media Agency | OMD CHINA Shanghai, CHINA |
Production Company | PMI Shanghai, CHINA |
Name | Company | Position |
---|---|---|
Lee Clow | TBWA \ Media Arts Lab | Chairman |
Erica Hoholick | TBWA \ Media Arts Lab | President |
Duncan Milner | TBWA \ Media Arts Lab | Chief Creative Director |
Eric Grunbaum | TBWA \ Media Arts Lab | Executive Creative Director |
Charles Hodges | TBWA \ Media Arts Lab | GCD/Copywriter |
Chuck Monn | TBWA \ Media Arts Lab | GCD/Art Director |
Antoine Choussat | TBWA \ Media Arts Lab | CD/Copywriter |
Masaya Asai | TBWA \ Media Arts Lab | ACD/Art Director |
Paul Wysocan | TBWA \ Media Arts Lab | ACD/Art Director |
Reggie Ocampo | TBWA \ Media Arts Lab | ACD/Art Director |
Youji Noh | TBWA \ Media Arts Lab | ACD/Art Director |
Haruhito Nisawadaira | TBWA \ Media Arts Lab | Senior Art Director |
Worapol Traitonwong | TBWA \ Media Arts Lab | Senior Art Director |
Adams Ho | TBWA \ Media Arts Lab | Senior Art Director |
Stevanus Lauwito | TBWA \ Media Arts Lab | Senior Art Director |
Kyungran Chang | TBWA \ Media Arts Lab | Art Director |
Julien Michel | TBWA \ Media Arts Lab | Art Director |
David Dieter | TBWA \ Media Arts Lab | Art Director |
Howl Lee | TBWA \ Media Arts Lab | Art Director |
Alyssa Anaimugan | TBWA \ Media Arts Lab | Junior Art Director |
In a world filled with competing devices claiming superiority, Apple needed a way to articulate what makes an iPhone an iPhone. World Gallery aims to prove that the features of the newly-launched iPhone 6 and iPhone 6 Plus are much more than its size. To celebrate one of the product’s most notable and powerful features, the camera, World Gallery featured 215 non-commissioned, user created iPhone 6 photographs. Listing the photographer credit and “Shot on iPhone 6” headline on each execution within a simple white border, we turned conventional outdoor and print into a gallery space across 25 countries.
Apple changed the mobile photography landscape forever with the introduction of iPhone. In 2014 Apple launched the 8th generation of iPhone and their most successful products to date, the iPhone 6 and iPhone 6 Plus. World Gallery aims to celebrate every use of iPhone’s camera and the great photographs people take with it.
The iPhone 6 World Gallery outdoor campaign launched around the world on March 2, 2015, transforming over 14000 billboards and poster sites overnight, along with hundreds of magazine back covers and newspaper spreads. The search and curation took the better part of three months, combing through tens of thousands of photos on social platforms. We looked for everyday photographers from all cultural horizons, and a range of pictures that alludes to the photographer in all of us. The physical reality of this vast campaign meant endless combinations of scales, aspect ratios and languages. The main design challenge was to create a coherent experience that would not detract from the beauty of the chosen photographs. These large variations informed a simple design solution: a white frame, featuring the headline alongside the photographer name and campaign website. Our design intention extended to a thoughtful photo allocation process. Photos for each of the thousands of boards around the globe were hand-picked to resonate with respective physical locations. The magazine back covers enjoyed an even more contextual approach - the creative and media teams worked in unison to select photos that would complement and echo the genres and themes of hundreds of global insertions.
World Gallery was strategically launched simultaneously throughout the world. On March 1, 2015 we introduced World Gallery on apple.com/worldgallery alongside select editorial media placements. On March 2, images from 174 individuals from around the world, launched in 79 cities and in 26 countries on billboards, street level postings, newspaper spreads and magazine back covers worldwide. Engagement continues to gain momentum. Reach: • World Gallery has been directly mentioned by 77k opinion leaders, leading to 464M online impressions. • World Gallery reached a very global audience with people talking about it online in 84 countries (OOH and Print featured in 25) • “iPhone camera” searches in Google increased by 50% and even CTR increased by 10%. • 95% positive mentions Engagement: • Since launch, on Instagram our campaign increased the existing engagement with #ShotoniPhone by +7,043%. #ShotoniPhone6 spiked +51,200% (thus creating a sustaining trend). • Featured photographers and fans created their own online community - https://twitter.com/ShotoniPhone6 Impact: • World Gallery directly impacted and resulted in a behavior change within the intended target audience of mobile phone photographers. • For key APAC markets, one week after launch, VSCO Cam went up by 114 spots, and Camera+ by 248 spots.