Apple has taken the top spot, winning the Grand Prix at Cannes Lions 2015 for its World Gallery advertising campaign.

To create its “Shot on iPhone” campaign, the company enlisted the works of numerous iPhone 6 users via Instagram and Flickr. This approach to showcase Apple users’ talent front and centre is why Cannes Lions fell in love with Apple and TBWA/Media Arts Lab’s campaign.

Images for Apple’s campaign, known colloquially as “Shot on iPhone 6”, have been seen on 10,000 billboards across 75 global cities, displaying the talent of 162 individuals.

Cannes Lions also offered gold prizes to five individual photographs in the World Gallery series.

The winning “Shot on iPhone” ad campaign gallery

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Cannes Lions works in much the same way as the prestigious Cannes Film Festival, except that its aim is to celebrate the best creative adverts of the year instead of movies.

Jury president Juan Carlos Ortiz praised Apple’s campaign, saying that World Gallery is “not just a great idea, it’s a game changer. It’s really opening a new way of doing things and changing behaviour”.