A whimsical short film shot on iPhone:

Détour is a 12 minute film directed by French Oscar-winning director Michel Gondry shot entirely on an iPhone.

A lively celebration of the French summer, it tells the story of a little girl’s tricycle that gets lost as a family leaves home for their holiday. Inspired by the works of Jacques Tati and Albert Lamorisse, it pays homage to French cinematic history and demonstrates the iPhone’s incredible features: 4K recording, time-lapse, slow-mo etc.

An original soundtrack was scored by Étienne Charry and a title font was created, based on Michel's handwriting. Gondry also created stop-frame animations with his iPhone.

We launched Détour in true filmic fashion, teasing its arrival through 5" clips promoted on social media. Following this, we invited the press to a preview screening in a central Paris cinema, with Michel Gondry taking questions afterwards. Then came the release of the film and the campaign that supported it.

The film and a suite of 15”, 30” and 60” trailers, and OOH ads were promoted from 30 June to 31 July:

- 2.8M people saw our trailers in arthouse cinemas,

- trailers were broadcast across major TV channels,

- over 1,900 printed out-of-home units showcased film posters in Paris, Lyon and Marseille,

- all videos were promoted digitally on social media, major video-on-demand and digital video platforms,

- a partnership with Allociné resulted in editorial content and further promotion.

Détour was Apple’s most successful campaign in France: ?

- 2.5 million minutes of content were viewed,

?- YouTube subscribers increase by 15% as a result of the campaign?

- more importantly, the country’s perception of the iPhone grew by 23% during the campaign period.

??And what started as a French campaign quickly crossed borders, achieving 135M completed views globally.