Apple is turning the spotlight on its users in a new international ad campaign that will see photos taken “by real people” displayed on billboards across the world.
The switch in tactic—a first for a brand that traditionally favors product shots—will highlight the iPhone’s increasingly prevalent role in photography, both among amateurs and professionals, and is inspired by the popular use of the #iphoneonly hashtag on Instagram.
In recent years, Apple’s popular phone has become one of the most used cameras in the world, with various models topping Flickr’s Camera charts since early 2011.
The new ads, which will be displayed on billboards, bus stops and train stations, will remain minimalistic, featuring a photograph, with the words: Shot on iPhone. To coincide with the worldwide outdoor and print campaign, Apple has also unveiled a new online gallery of images shot by 77 photographers in 70 cities across 24 countries.
Some of the photographers featured are among Instagram’s most popular users from Pei Ketron to Austin Mann and Cole Rise. “[The campaign] was a slightly mysterious process,” says Rise. “An ‘un-named’ company had reached out to my photography rep looking for exceptional examples of photos taken on an iPhone 6 or iPhone 6 Plus. I spent a few days rummaging through the archives of photos taken on a variety of recent trips across the Northwest, selecting the 15 or so that told the best story. Learning that this company was in fact Apple was both a pleasant surprise and incredible honor, having carried every iPhone model since launch.”