According to the jury president Andrea Diquez, global CEO at Gut, themes in the category ranged from witty, light-hearted creative to emotionally powerful work, and entries came from a broad range of geographies. But for the jury, Shot on iPhone was the clear choice: ‘It was a unanimous decision.’
Diquez said Shot on iPhone stood out as a campaign that balanced creativity, longevity and commercial success. ‘It’s a campaign that everybody knows… When a client commits to a long-term campaign and platform that is highly creative, that uses user-generated content, that has the product at the core and the technology at the core… it’s breakthrough, it’s relevant globally and locally… it’s just magic and it works.’
The jury also recognised how the campaign consistently evolved with culture, platforms and audiences over a decade, all while maintaining brand consistency and impact: ‘It had full funnel performance… it had everything.’
