Apple’s "World Gallery" campaign, by agency TBWA\Media Arts Lab, that showcased iPhone photos taken by amateur and professional photographers around the world, has snapped the top prize in the Outdoor Lions at Cannes this year.
According to the jury president Juan Carlos Ortiz, creative chairman at DDB Americas, the judges didn't so much choose "World Gallery," it chose them. Praising the Grand Prix winner, Ortiz said: "It’s not just a great idea, it’s a game changer. It’s really opening a new way of doing things and changing behavior."
Apple "World Gallery" also picked up five Gold Lions, but while the winning entry hailed from the U.S., the outdoor category was a truly global affair, with 19 Gold Lions going to 13 different countries.
The Sunday Times ‘Rich List’ campaign featuring celebrity fat cats Elton John, Richard Branson and Simon Cowell picked up three Golds for Grey London. Ogilvy & Mather Colombia picked up Gold Lions for Ecofill "Cyan," "Magenta," "Yellow," and "Black."
Honda won three Golds for "Confusing Indian," "Confusing Iranian," and "Confusing Arab" by Impact & Echo BBDO Safat in Kuwait. "Nazis against Nazis" for ZDK Gesellschaft Demokratische Kultur by Grabarz & Partner/GGH Lowe Hamburg also won Gold.
"It’s a truly global inspiration. This is a World Cup," said Ortiz. "It’s interesting to see that the oldest format in the world is so big and open as never before to new ideas and innovation."
Other Gold winners included Save The Children/Abrinq Foundation "B&W Dress," "Blue Dress," "Pullover," "Sweater," and "Tunic" by Lew’Lara\TBWA Sao Paulo; KFC "Drumstick," "Burger," and "French Fries" by BBDO Proximity Malaysia; 28 Too Many "Sweden," "Netherlands," "Germany," "Italy," and "Scotland" by Ogilvy & Mather London; and Unicef "Fatty" and "Nerd" by Prolam Y&R Santiago.
Slideshow Credits: 01 / Shot by Brendan Ó. in Copenhagen, Denmark Shooting from an unexpected angle can add an interesting twist. Here, it creates contours in the lines that convey a sense of movement to the viewer. Apps used: Camera, Snapseed; 20 / Shot by Paul O. in Chicago, IL By capturing a hint of rainbow in this otherwise monochrome scene, the photographer offsets the earth tones and brings the image to life. Apps used: Camera, VSCO Cam®; 21 / Shot by Gabby K. in Snoqualmie Pass, WA Soft lighting and a focus on reflections can add a dreamy, ethereal quality to a photo — here, they create the illusion that the subject is almost floating. Apps used: Camera, VSCO Cam®; 22 / Shot by Cielo D. in Alameda, CA Shooting your subject in a reflection — like the one on this wet street — can make a simple scene seem surreal and surprising. Apps used: Camera, Filterstorm Neue; 23 / Shot by Jirasak P. in Pasak Cholasit Dam, Thailand Photographing a subject from behind can add wit to a photo. Here, the subject and the flowers are both facing away from the camera. App used: Camera; 24 / Shot by Hyeong Jun K. in Seoul, South Korea The exaggerated scale of a shadow, like the one cast by the tree, can add an element of interest to a stark landscape. App used: Camera; 25 / Shot by Noah W. in Marina Del Rey, CA Use naturally occurring shadows to your advantage. In this photo, the solid silhouette of the dog interrupts the stripes cast across the sidewalk. App used: Camera; 26 / Shot by Paul O. in Naugatuck, CT Even a seemingly ordinary subject, like water droplets on a car hood, can be intriguing when captured from a unique perspective. Apps used: Camera, VSCO Cam®; 27 / Shot by Andrew T. in White Sands National Monument, NM A terminator line is the area of transition where light and shadow meet. The one on the dune’s crest draws the eye and creates the sensation of an uphill climb. Apps used: Camera, VSCO Cam®; 28 / Shot by Dan C. in British Columbia, Canada Some photos defy easy interpretation, like the abstract pattern captured here. The layers of detail present — bubbles, reflections, and moving water — invite viewers to create their own interpretations. Apps used: Camera, Instagram;