World Gallery on Shoreditch High Street, London— Apple / TBWA\Media Arts Lab
World Gallery
- Brand:
- Apple
- Agency:
- TBWA\Media Arts Lab
- Media:
- OMD
Timeless principle
When users already make the strongest product proof, curate and amplify it.
The idea
Turn photographs made by ordinary iPhone users into a worldwide gallery—and let the pictures demonstrate the camera.
Why it works
World Gallery collapses product demonstration, media strategy and participation into one move. Apple curated non-commissioned photographs already made by iPhone users, credited the photographers and placed the work on more than 14,000 sites across 26 countries. The phone never needs to appear: the pictures are the proof. A nearly empty system—one image, one credit, ‘Shot on iPhone 6’—lets every execution feel personal while the campaign remains unmistakable. Because new users can continually supply new work, the platform outlives the hardware generation that launched it.
Tags
- Outdoor
- Classic Print
- Photography
- Participation
- Product Demonstration
- Film
Gallery
World Gallery lightboxes at the Shanghai Exhibition Centre World Gallery domination at Old Street, London Cory Staudacher's photograph in San Francisco Shot on iPhone 6 — Austin M.
