Every 14 July France marks Bastille Day. It’s a day of remembrance and a national celebration of freedom. And following a turbulent year for the country, Bastille Day 2016 gave us a timely opportunity to honour an entire culture – while showcasing the extraordinary achievements of the everyday people who make France what it is. The idea? Flex our Shot on iPhone campaign to recreate the iconic French flag using photos shot by French iPhone users. The result? Three stunning tricolores, each comprising three images, posted near prominent travel hubs in Paris and Lyon to catch the eye of the millions who travel home and away for the holiday. Providing a gallery for our contributors and a perfect backdrop for the civic celebrations.

The key is simplicity. So in line with the broader Shot on iPhone campaign, our design stayed deliberately recessive. This pure minimalism enables us to celebrate real people by ensuring all focus stays on the most important thing: the stunning photography created by everyday iPhone users. And, crucially, the elegant by-line, which ensures every contributor gets their credit.

Shot on iPhone: Bastille Day was a targeted, localized extension of the worldwide Shot on iPhone campaign that brought a sense of patriotism and pride to the streets of France. What was once a global campaign became a culturally relevant banner of patriotism for the people of France, shot by the people of France. The campaign was strategically placed in key locations in two of France’s major cities, specifically targeting travel hubs meaning we were able to reach 20% of the population and generated 23,185,420 impressions. The extension of the Shot on iPhone campaign ensured continued iPhone 6s sales and record launch sales for iPhone 7.