In 2014, Apple launched the 8th generation of iPhone and their most successful products to date, iPhone 6 and iPhone 6 Plus. We were challenged to create a campaign celebrating iPhone 6 and what people can do with it.

World Gallery was created as an expression of how iPhone has fundamentally  transformed our relationship to photography while honoring the mobile photography culture that iPhone has played an integral part in creating. World Gallery celebrates iPhone users through the use of their Shot on iPhone 6 images, while turning the world into a real life art gallery of stunning images and artistic expression. ??

All photos featured in World Gallery are non-commissioned, user-created images. We scoured through tens of thousands images on photo sharing platforms to find the best representation of iPhone 6 photography. World Gallery is comprised of work from 100 individuals from around the world and is featured in 73 cities in 25 countries and on apple.com/worldgallery. ??

World Gallery has energized a movement with featured photographers creating their own social community and traveling the world to find their photos in situ. In the U.S. the campaign was so widely recognized that a parody art installation of the OOH prints also garnered international media attention. ??

Launched in March 2015, #ShotoniPhone6 and World Gallery has energized social networking trends and a mobile photography movement. World Gallery boosted brand engagement with increased photography app sales and usage, and brand reputation through cultural news and social media interaction.

The iPhone 6 World Gallery launched around the world on March 1, 2015, transforming over 10,000 billboards and poster sites overnight, along with hundreds of magazine back covers and newspaper spreads.

The search and curation took the better part of three months, combing through tens of thousands of photos on social platforms. We looked for everyday photographers from all cultural horizons, and a range of pictures that alludes to the photographer in all of us.

The physical reality of this vast campaign meant endless combinations of scales, aspect ratios and languages. The main design challenge was to create a coherent experience that would not detract from the beauty of the chosen photographs. These large variations informed a simple design solution: a white frame, featuring the headline alongside the photographer name and campaign website. 

Our design intention extended to a thoughtful photo allocation process. Photos for each of the thousands of boards around the globe were hand-picked to resonate with respective physical locations.

The magazine back covers enjoyed an even more contextual approach - the creative and media teams worked in unison to select photos that would complement and echo the genres and themes of all 300+ global insertions. 

World Gallery launched on March 1, 2015 and engagement continues to gain momentum.

Reach:

World Gallery has been directly mentioned by 24k opinion leaders, leading to 255M online impressions from 73 countries (and counting).

“iPhone camera” searches in Google increased by 50% and even CTR increased by 10%.  

95% positive mentions

Engagement:

Since launch, on Instagram our campaign increased the existing engagement with #ShotoniPhone by +2151%. #ShotoniPhone6 spiked +9797% (thus creating a sustaining trend).

Featured photographers and fans created their own online community - https://twitter.com/ShotoniPhone6.

Impact:

World Gallery directly impacted the intended target audience of mobile phone photographers.

One week post launch, VSCO Cam gained 60 spots on the US App Store. Camera+ entered the top 25 apps. Snapseed went up by 332 spots in only 4 days! 

“Photo and Video” moved up to the #2 most downloaded category on the AppStore (source: App Annie)