Apple's "Shot on iPhone"

1. Concept: The central concept of the campaign is to celebrate the power of iPhone cameras and highlight the quality of photos and videos that users can capture with their devices.

2. User-Generated Content: Apple encourages iPhone users to submit their own photos and videos to be considered for the campaign. These submissions are often posted on social media with the hashtag #ShotoniPhone.

3. Global Scope: The campaign has a global reach, featuring user-generated content from people all over the world. It showcases the diversity of cultures, landscapes, and moments captured with iPhones.

4. Billboards and Commercials: Apple features the selected user-generated content in various advertising materials, including billboards, print ads, television commercials, and online promotions.

5. Diverse Subjects: The "Shot on iPhone" campaign highlights a wide range of subjects, from stunning landscapes and wildlife to candid portraits and everyday moments.

6. Technical Quality: The campaign emphasizes the technical capabilities of iPhone cameras, including features like low-light performance, portrait mode, and video stabilization.

7. Creativity and Storytelling: The campaign not only showcases the technical aspects of photography but also celebrates the creativity and storytelling abilities of iPhone users.

8. Narrative: In some instances, the campaign has featured short videos that tell the stories of the photographers and videographers behind the submitted content.

9. Awards and Recognition: The "Shot on iPhone" campaign has received awards and accolades in the advertising industry for its creative approach and effectiveness.

10. Inspiration: The campaign has inspired countless iPhone users to explore and improve their photography and videography skills, fostering a sense of community among Apple users.