The films in the World Gallery TV campaign celebrate what an iPhone can do in the hands of its users while maintaining the iconic visual language of the OOH and print, The music for the films was unlike anything else being broadcast. With only :15, we wanted to spark the viewers curiosity, support the photographer’s vision, and vary our music in a way that honored the various perspectives of our users. We also wanted each track to be as surprising, unique and global as the films themselves. So that when two films ran back to back no two tracks were alike.

In keeping with the purity of the idea, we showcased users’ videos through simple 15-second unedited spots. They were disruptive in both execution and media buy. When it came time to pick tracks, typical music choices wouldn’t do. We featured musical artists with unique sounds that didn’t fit into any genre or expectation. We wanted to add life to the imagery, reinforcing the vision of the photographer while trying not to skew their perspective. The Films ran individually as well as in pods, disrupting commercial breaks and turning them into galleries of amazing films shot on the iPhone 6 all over the world.

The films also ran internationally, targeting an 18-49 audience. Countries included: United States, Canada, UK, Italy, Switzerland, Turkey, UAE, South Korea, Mexico, Colombia, Brazil, Chile, Spain, Australia, Singapore, Thailand, Malaysia, India, Germany, Japan, France.

18 World Gallery film ran from 6/1

• drove XXX impressions on TV

• 10.4M views on YouTube to date

• has been directly mentioned by 40k opinion leaders online, leading to 197M online impressions

• iPhone 6 sales doubles (+97%) in Q2’15 and on a global scale, compared to the same quarter for the iPhone 5 (last big launch with a new form factor and bigger screen). This was achieved despite an increasing ASP.