Latest news with #ShotoniPhone
Campaign ME
5 days ago
- Business
- Campaign ME
Keys to commercial success from Cannes Creative Effectiveness Lions winners
Prioritising consistent creative and embracing fun and disruption are the current keys to commercial success, according to a new report by WARC, the global authority on marketing effectiveness. WARC's latest 'Creative Effectiveness Lions 2025 – Insights from the winners' report identifies trends and themes common to the award-winning campaigns of this year's Cannes Creative Effectiveness Lions, rewarding creativity that has also met business goals and driven sustainable impact over time. Based on WARC's analysis of the entries and the jury's deliberations, the report unearths insights into what makes a campaign both creative and effective, offers a behind-the-scenes view on the strategies that led to commercial success, and provides takeaways for advertisers, agencies, media owners, people and planet. Commenting on the report, John Bizzell, Awards Lead, WARC, said, 'Marketers will learn a lot from this year's crop of winners. These campaigns are using the power of creativity to solve real business and societal challenges whilst driving commercial growth.' On the judging process, jury president Andrea Diquez, Global CEO, GUT, added, 'Everything this jury saw had won or been shortlisted for creativity in a previous year, so the body of work is always very impressive. When evaluating the entries this year, it was critical for us to assess the boldness of the ideas together with the significance of the impact. We were looking for work that was courageous and authentic.' The three key themes from the winners of the Creative Effectiveness Lions 2025 are: Compound creativity drives long-term success Brands that stick with creative platforms or themes, and allow them to build and strengthen over time, achieve greater recognition, loyalty, and financial returns. System1 research presented on stage at this year's Cannes Lions festival by Andrew Tindell, SVP Global Partnerships, found that the most consistent brands generated, on average, 27 per cent more very large brand effects, such as awareness, differentiation, and salience, and 28 per cent more very large business effects. Shot on iPhone, the longest-running campaign in Apple's history, and awarded this year's Creative Effectiveness Grand Prix, reported 14 billion views over its ten-year run and has seen iPhone consistently ranked as the #1 smartphone camera, resulting in 5 percentage points of growth in market share since 2015. Silver winning Dove's Real Beauty launched in 2004 also demonstrates how consistency delivers results. Having a sense of humour pays off with audiences WARC's report into what's working in humorous advertising, outlined how amusing ads trigger brain reward systems, making messages more memorable and distinctive. A study by The Martin Agency has revealed that 72 per cent of people would choose a brand that uses humour over a competitor that does not, and 91 per cent prefer brands to be funny. The 2025 Creative Effectiveness jury recognised that many campaigns aimed to induce laughter in audiences had also paid off for brands that commissioned them. Gold Lion winning campaign The Misheard Version for British eyecare brand Specsavers, skincare brand CeraVe's bronze winner Michael CeraVe, and cat food brand Sheba's The Gravy Race, which also won a bronze Lion, all leaned into laughs to increase impact. Market disruption creates breakthrough commercial results Brands challenging their sector's status quo achieve significant advantages over competitors. The jury highlighted skincare brand Vaseline's bronze winner Transition Body Lotion which disrupted the skincare category by becoming a cultural moment that demonstrated how addressing the needs of a specific, underserved community could lead to business success. Silver Lion awarded campaign Find Your Summer for Magnum, encouraged consumers to enjoy ice cream during the winter months, breaking the seasonal sales slump. McDonald's No Smiles silver-winning campaign redefined its workplace culture to attract Gen Z employees by promoting authenticity over forced smiles. Summing up, WARC's John Bizzell said, 'Prioritising consistent, long-term, emotionally resonant creative that challenge category conventions while remaining culturally relevant and authentic, is the key to Creative Effectiveness.' Bizzell added, 'Having spent two long days in the jury room, I learnt exactly what you need to do (and not do) to come out on top in this category. Focus your energy on telling the jury the story of the campaign's impact. It breaks down to three simple things: connect your results to your objectives, keep it simple, make it interesting.'
Korea Herald
01-07-2025
- Entertainment
- Korea Herald
aespa's dance video comes first on Apple Music
The choreography video for aespa's new single will be exclusively available on Apple Music for the first week, according to the global music platform Tuesday. The video for 'Dirty Work' will be unveiled on the day along with a new version of the single, adding spatial audio techniques to the group's video that was featured in Apple's global advertising campaign 'Shot on iPhone.' The quartet was also chosen as the cover artist of music video playlist for Apple Music's K-pop playlist, Kpopwrld. The foursome dropped the catchy hip-hop dance tune last week and a remix version on Monday. Music video for the song garnered almost 25 million views on YouTube as of Tuesday. The single album scored 1 million in preorders while the song debuted on Melon's Hot 100 and Top 100 at No. 2.
Time of India
17-06-2025
- Business
- Time of India
The Power of Creativity: Insights from Cannes Lions 2025 and India's big wins
By Kushal Bhuva At Cannes Lions 2025 , one thing became clear: creativity remains our greatest competitive edge, even in an increasingly automated world. Walking through the Croisette, it's evident that businesses today are using human ingenuity as their key differentiator. Morning Insight: Technology as a Tool, Not a Replacement Tor Myhren's keynote resonated with me when he said, "AI won't kill advertising – but it won't save it either. We need to save it ourselves through creativity." His words on 'Shot on iPhone' and 'AirPods' campaigns showcased how technology enhances human stories. The future of advertising lies in merging technology with authentic creativity, not replacing it. When creativity drives the narrative, business growth naturally follows. Midday Thought: Purpose-Driven Marketing As the day went on, it became clear that today's successful brands are creating desire rather than instructing. Modern marketing isn't about telling consumers what to do; it's about showing them the benefits of their choices and creating an emotional connection. Brands that inspire, rather than push, are seeing stronger market responses. Afternoon Reflection: Authenticity as the Global Currency Brazil's creative showcase demonstrated how authenticity at the local level can drive global success. Agencies like GUT and Ogilvy showed that understanding and embracing cultural context isn't just important but also it's a strategic asset. For brands with global ambitions, staying authentic is the key to lasting relevance. Key Takeaways for Business Leaders In a world driven by automation, the brands that thrive will be the ones that place human creativity at the center of everything they purpose-driven marketing doesn't just inform; it inspires and creates an emotional connection with true to local culture is no longer a limitation – it's a strength that can open up global that make creativity a priority are setting themselves up for long-term success. The numbers prove it. Looking Ahead The energy at Cannes Lions 2025 signals a shift in how we view creativity. Those who treat it as a strategic pillar, rather than a secondary function, will be the ones to lead in the future. Embracing creativity as the core driver of differentiation opens up endless possibilities for brands looking to thrive in the ever-evolving market. (The writer, AVP – founder's office, Influencer Marketing & Video Production, White River Media, is an attendee at Cannes Lions International Festival of Creativity 2025. Views expressed are personal)
Rakyat Post
30-04-2025
- Entertainment
- Rakyat Post
Is It Wallpaper-Worthy? Apple Features Malaysian Content Creator's Photo
Subscribe to our FREE Malaysian digital content creator Azmeer Iskandar (@aazmeeriskndr) has once again captured global attention with his photography. His latest image – a mesmerizing shot of a person reaching toward a circular air bubble while submerged in a swimming pool – was recently featured on Apple's official Instagram page, which boasts over 34 million followers. This isn't Azmeer's first time in the spotlight. In January 2020, Apple showcased one of his photographs: a striking image of a man climbing a tall coconut tree on a beach in Rusila, a village in the Marang district of Terengganu. The photo, taken with an iPhone XR, garnered more than 450,000 likes and was widely celebrated for its authentic portrayal of Malaysian coastal life. Azmeer's repeated recognition by Apple has sparked a wave of national pride among Malaysians. Social media platforms have been flooded with congratulatory messages, with many expressing admiration for his talent and the way his work showcases Malaysia's beauty to the world. Other Malaysians have also been featured on Apple's #ShotoniPhone campaign Azmeer is not the only Malaysian whose talents have been recognised by Apple. For example, photographer Dinie Aiman's serene photograph of a man gazing over paddy fields in Kampung Sahabat, Perlis, Dinie said she captured the photo with an iPhone 7 Plus, the image was praised for its tranquil composition and poetic caption. Image: @dinnyaiman Muhammad Faris Danial Mohd Faizal (@farisofar) is a young photographer from Selangor who had his image of a dreamy paddy field in Sabak Bernam featured by Apple in September 2020. He used an iPhone XR to take the photo and it was lauded for its calming ambiance. READ MORE: A father's close-up shot of his son's eye, illuminated by the sun, was showcased by Apple in October 2021. Badrul Akram Badaruddin (@bartdrul) took the photograph with an iPhone 12 Pro Max. The intimate photo resonated with many for its emotional depth. At just 17 years old, Ling Hou Wah's (@houwahling) minimalist photo of a girl sitting alone on a pier at Kepong Metropolitan Park was featured by Apple on 1 January, 2022. Captured with an iPhone 12 Pro Max, the image was celebrated for its peaceful composition. These photographers exemplify the rich talent present in Malaysia, and their recognition by a global brand like Apple underscores the country's growing influence in the world of mobile photography. The next time you take a photo, put the hashtag #ShotoniPhone in the caption. You never know, your picture might get featured! Share your thoughts with us via TRP's . Get more stories like this to your inbox by signing up for our newsletter.
