Apple iPhone
Shot on iPhone
The Golden Thread
Problem: Camera specs mean nothing. What matters is what people create. The best proof of quality is the work itself.
Tension: Creative everyday users want to take great photos but feel intimidated by camera jargon.
Position: For people who want great photos without complexity, iPhone proves itself through what you create.
Platform: Show only user-created images. Let the gallery be the proof. Make every customer a potential billboard.
Definer
The Brief: iPhone camera quality was a key battleground against Android competitors. The task: prove camera superiority without spec comparisons.
Problem Reframe: Camera specs mean nothing. What matters is what people create. The best proof of quality is the work itself, made by real people.
Category Convention: Phone camera advertising compares megapixels, zoom and technical specifications. It is a features arms race.
Targeter
Audience: Creative Everyday Users
Tension: They want to take great photos but feel intimidated by camera jargon. They want proof that works, not specs that confuse.
Positioner
Position Statement: For people who want great photos without complexity, iPhone is the camera that proves itself through what you create because the work speaks louder than specs.
We Are Not: Technical. Jargon-heavy. Spec-comparing. Professional-only.
Strategist
Direction: Show only user-created images. No professional photographers. No technical claims. Let the gallery be the proof. Make every customer a potential billboard.
Forge: Territory Exploration
User Gallery
Real photos by real people. Billboards of customer work.
Feel: Democratic, beautiful, authentic
Moments Matter
Capturing life. Everyday photography elevated.
Feel: Emotional, human, relatable
Creative Tools
Features shown through creative outcomes, not specs.
Feel: Capable, inspiring, empowering
What The Creatives Made
Billboards, print and digital galleries featuring only user-submitted photographs. No claims, no specs, just "Shot on iPhone" and stunning images. The campaign turned customers into the advertising.
"Shot on iPhone."
Why It Worked
- Proof through demonstration, not claims
- Turned every customer into potential advertising content
- Exclusions banned spec comparison, forcing creative proof
- Made quality self-evident and argument unnecessary