Creative Effectiveness Jury focuses on ‘Shot On iPhone’

THE WINNER of the 2025 Creative Effectiveness Grand Prix is ‘Shot On iPhone’, created by TBWA\Media Arts Lab Los An- geles for Apple. The award is a timely triumph for Apple which is also this year’s Cannes Lions Creative Marketer of the Year.

The Creative Effectiveness Lions celebrate work that can demonstrate how an effective strategy rooted in creativity has met its chosen business objectives, generated positive customer outcomes and driven sustainable business impact over time.

Jury President Andrea Diquez Global CEO, Gut, said it is a tough category to judge because “the work comes from the previous year’s Cannes Lions winners, which means it is all amazing. That makes it so difficult to choose a Grand Prix.”

In the end, the Jury decided on a campaign that has been cir- cumnavigating the globe since it was launched in 2015, to support the iPhone 6s. “It’s a cam- paign everybody knows,” said Diquez.

Jury President Andrea Diquez

“When a client commits to a long-term campaign and platform that is highly creative, that uses UGC, that has product and tech at the forefront, that is relevant globally and locally, then the end result is just magical. It has everything.”

In terms of trends, Diquez said: “We saw a lot of funny and emo- tional work, a lot of work with purpose. We were also pleased to see work from a lot of countries.” The Jury also awarded three Gold Lions — to the UK (2) and the Netherlands.