Bringing together the best of pro and amateur iPhone photography and videography, #shotoniphone6 not only showcased Apple's product, it elevated the artists that use it.

In an era where far too many commercials and campaigns waste their budgets will often ill-considered attack ads or on celebrities who don't even use the products, Apple's #shotoniphone6 and accompanying "World Gallery" by TBWA\Media Arts Lab wasn't just optimistic, it was a revelation. I didn't show off the iPhone's camera, it showed off the people who use it and the amazing photos and videos they've made. And it was so good, it won Apple the Outdoor Lions Grand Prix from Cannes. Fast Company reports:

According to the jury president Juan Carlos Ortiz, creative chairman at DDB Americas, the judges didn't so much choose "World Gallery," it chose them. Praising the Grand Prix winner, Ortiz said: "It's not just a great idea, it's a game changer. It's really opening a new way of doing things and changing behavior."

In addition to the top prize, Apple's campaign also picked up five Gold Lions.

Cannes Lions is a 62-year old Festival that celebrates creativity in technology, advertising, media, marketing, design, innovation, and entertainment. Outdoor Lions focuses on billboard, poster, and ambient advertising campaigns, and similar out-of-home.

Congrats to the teams at TBWA\Media Arts Lab, at Apple, and most of all to the photographers and videographers featured in the ads. It wasn't just a great campaign, it gave back to the community—and hopefully inspired it. The honors are beyond well deserved.