A Smart, Sober Twist on Smartphone Ads

Humanitarian organisation Action Against Hunger has launched Shot in 2016, which takes an ironic twist on the Shot on iPhone 6 outdoor campaign that garnered a Cannes Grand Prix for Apple and its agency TBWAMedia Arts Lab last year.

Since its launch in March 2015, along with a relaunch this February of new images taken with the updated iPhone 6s, Apple’s widespread campaign has been filling the world’s billboards with smartphone images depicting the everyday lives of anonymous people.

Shackleton’s concept reveals the humanitarian crises taking place over the same period – deadlocked conflicts in Africa and elsewhere, the emergence of Daesh, the largest number of displaced persons and refugees since World War II and extreme weather events – all of which have caused extensive levels of hunger and suffering.

By using similar visual cues, such as the Apple-esque sans serif typography, but showing images with very different content, Shot in 2016 reminds us of the everyday realities of those facing conflict, famine, drought and other crises around the world.

The campaign covers outdoor and digital formats and a spot ending in the tagline: 'Your mobile can now also change the world' followed by a CTA to send funds via your smartphone.