August 11, 2016 marked the celebration of Japan's newest holiday, Mountain Day. This holiday will celebrated the beautiful mountains and surrounding nature in Japan. 

Apple took part in this monumental day with the launch of a Shot on iPhone campaign featuring stunning images of Japan's highest mountain peak, Mt. Fuji. The mountain is located just outside Tokyo and is considered one of Japan's three sacred mountains. The 36 billboard images seen throughout Tokyo shed light on the mountains’ beauty while paying tribute to Japanese ukiyo-e artist, Hokusai. Hokusai is a historic artist best known for his collection, “Thirty-six Views of Mount Fuji” in which he illustrates the mountain from 36 different viewpoints in differing weather conditions. The Shot on iPhone campaign used a new-age form of technology to pay homage to Japanese history and culture, as seen through the lens of an iPhone. 

The key to the success of the campaign was its simplicity. In line with the broader Shot on iPhone campaign, our design stayed deliberately recessive. This pure minimalism enabled us to celebrate real people by ensuring all focus stayed on the most important thing: the stunning photography created by everyday iPhone users. Plus, the elegant by-line, which ensured every contributor got credit for their work.

The campaign received an overwhelming amount of positive reactions to the theme and creative of the images on Twitter and in the press. In total, it earned 125M impressions in total created PR value and help achieve the goal localizing a campaign that connected with Japan. Some even began to hunt for all 36 billboards taking to Twitter to say 'I just found another Mount Fuji Billboard! This is great, I am becoming Fuji hunter not Pokemon hunter".