Shot on iPhone. One of Apple’s most important campaigns.

One of the most important campaigns for the iPhone is “Shot on iPhone.” It started in 2014, and in a new interview with Adweek, Apple VP Tor Myhren explained how the company created it. 

Envisioned from the start for outdoor placement, “Shot on iPhone” was “a ridiculously simple idea,” Myhren said, “based on behavior we were seeing with people posting their photos and hashtagging them in different ways.”

#ShotOniPhone became the official hashtag for sharing iPhone photos across the internet. The executive went on to explain why outdoor placement for this campaign was so important for the company:

“We absolutely love outdoor,” Myhren said. “It breaks all the rules of today’s fast and temporary and fractured digital culture. It’s static, it doesn’t move, it’s singular—all the things that most of marketing nowadays is not.”

Although the Shot on iPhone campaign started as a “ridiculously simple idea,” it’s also become one of Apple’s most recognizable and important campaigns. The company created content, commissioned artists and photographers, selected users’ pictures, and also partnered with celebrities Selena Gomez and Lady Gaga to create music videos.