Apple personalizes photography — iPhone users win Cannes Gold Lions

Ahmed fiesta pic
Ahmed’s pic from the Albuquerque Balloon Fiesta has shown up around the world

Apple’s World Gallery, part of the “Shot on iPhone 6” media blitz, was honored at this year’s Cannes Lions International Festival for Creativity with five Gold Lions and a Grand Prix award in the outdoor category.

…Jury president Juan Carlos Ortiz, creative chairman ad agency DDB Americas, heaped praise on the idea of sourcing media from the public sphere. The strategy flies in the face of traditional media strategies which rely on art contracted from professional photographers.

“It’s not just a great idea, it’s a game changer,” Ortiz said. “It’s really opening a new way of doing things and changing behavior.”

World Gallery first showed up online in March as a collection of images taken by iPhone 6 users. While some images were captured by professionals in the photography field, many were shot by pro-am or amateur users. Earlier this month, Apple added a video section to the minisite, again featuring footage borrowed from iPhone 6 and 6 Plus owners.

I started noticing the video adverts showing up on TV in the last couple of weeks. Not only impressive work in most instances, I’m especially happy to see mostly amateurs receiving recognition.

There was a time, decades ago, that Kodak brought similar capabilities to hobbyist photographers. I’m delighted to see it happening again.

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