‘Yes, that billboard was shot on my iPhone’
Apple crowdsources the photography for a campaign in 26 countries
February 11, 2016
Billboards have always been for the people, but over the past few years they’ve become by the people, too.
The new trend, sparked by social media that makes interaction between billboards and people much easier, is to crowdsource billboard content.
This can mean anything from posting people’s tweets on a board to flashing their names alongside the product being sold.
Apple came up with a new twist on this idea, which ties into the product it’s promoting. The company is running billboards featuring pictures taken with the iPhone 6.
The campaign first launched last year, but it was revived last month, inspiring a huge reaction on social media.
What was promoted
The iPhone 6.
Who was behind the stunt
TBWA\Media Arts Lab.
Why this stunt
To make a point about the high quality of photos on the iPhone 6, one of the major selling points when the phone was released.
The billboards rolled out on Jan. 31.
How it worked
TBWA\Media Arts Lab sought out photos on social media, such as Instagram accounts, that showed how sharp and clean images taken by its phone could be.
It then blew up those photos to appear on billboards around the world: 85 cities across 26 countries.
The shots come from a mix of professional and amateur photographers. All are portraits, and many reflect the part of the world they’re culled from, showing people of different ethnicities, in cities and countrysides, pensive and happy.
Why it worked
The campaign is visually arresting, but it’s also engaging. It makes people think they too could snap a photo that will end up on a billboard, encouraging them to use their iPhones to post to social media.
How it was received
Very well. People have been posting on social media about how much they like the campaign. And the initial rollout last year won a Cannes Lion prize.
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