Taking pictures is now more relevant than ever. In this day and age, technology is the whole nine yards. No one can go a day without touching their phone and checking their notifications 24/7, especially if one has an iPhone. Apple has major influence over the mobile industry, and now, they’ve taken over billboards in Dubai. Earlier in July, they released a campaign focusing on their privacy policy as well. iPhone has utilized the fact that photography is now an everyday occurrence for everyone; whether a rising Instagram model, or a new mom trying to etch memories of her baby, or even a music-lover capturing the sonorous and pulsating moment of a concert. 

The Apple website dedicates a section in its newsroom to display a collection of photos shot on iPhone 12. The mobile’s camera has an evolutionary dual-camera system and capabilities like A14 Bionic, Deep Fusion, Night mode, Smart HDR 3 and more. Other properties include a 65 mm focal length Telephoto camera, 5x optical zoom range, progressive Wide camera, a 47 percent larger sensor with 1.7μm pixels for a huge 87% improvement in low-light conditions.

The campaign is in black and white, sticking to Apple’s slick brand identity. The visuals achieve professionalism and sophistication through the monochromatic tones. “Portraits Shot on iPhone”,  the campaign’s tagline is printed across the unembellished space of the ad in English and Arabic, in a simple, medium-sized font. A grumpy cat and a goofy dog with its tongue sticking out are photographed in a droll style wearing hoodies. One might expect Apple to showcase a skyline or a cinematic view, but they surprised consumers, proving that even such a fancy camera can be used to shoot the average pet. 

The new campaign launched in the last week of July, in Hoarding billboards.

Campaign Credits

Industry: Mobile Devices

Brand: iPhone

OOH Size: Hoarding

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Country: United Arab Emirates

Region: MENA

Tags: Awareness Campaign

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