He won it in 2019 and will repeat this 2025. Cannes Lions, the International Creativity Festival, has chosen Apple as Advertiser of the year For the 2025 edition. The organization rewards in this sense the creativity and innovation that, in recent years, has allowed a company emotionally connecting with people.
“Apple has managed to promote a culture that feeds creativity and innovation”
Simon Cook, CEO of Lions, has put value The trajectory of the firm at the festival and its performance at the awards level. As stated in an official statement: “Apple has managed to promote a culture that feeds creativity and innovation, which is perceived in its marketing management. He has proven to have the ability to cultivate the type of thought necessary for the creation of campaigns that emotionally connect with the audience. “
And this recognition is granted to those advertisers “Brave, who do not hesitate to overcome their limits. And Apple is doing it,”.
The most recent sample of this is found this week, when the company has conquered so many with “Someday”his announcement for the AirPods in which he reflects the transforming power of music in a spectacular emotional journey with Pedro Pascal as the protagonist and under the direction of Spike Jonze.
In the festival edition last year, the technology company collected awards in the categories of Brand Experience & Activation, Digital Craft, Entertainment, Film, Film Craft, Health & Wellness, Industry Craft and average. A diverse cast of lions that proves your Creative production level in very different areas and formats.
“I understand this award as a recognition of the passion and creativity of an extraordinary team“says Tor Myhren, Vice President of Marketing and Communication in Apple. “SWe have always moved between liberal arts and technology. It is a territory from which we work to channel creativity in content capable of inspiring our users”
Apple’s creativity is worth prizes
From Cannes Lions, they emphasize that Apple has achieved for three consecutive years Brand of the Yearthe official classification based on points provided by The Work, the Lions Intelligence Platform.
In 2024 he stood out with the campaign “Shot on iPhone”designed by TBWA Middle Arts Lab Shanghai, with which he took five lions for his footage about the Chinese New Year recorded with the iPhone 15 Pro Max.
Apple also won a gold and a silver lion for “Relax: tractor”a campaign conceptualized by TBWA Media Arts Lab that shows all the narrative potential offered by the company from its devices. In this case, the footage was engraved with the iPhone 14 Plus and bet on a desert landscape, monotony and rap “Two thousands an Hour So Everybody SEES You”, by Ludacris.
He has also been highlighting with other campaigns such as “The Underdogs: Swiped Mac”, “Ted Lasso: Fake Team. Real Partners” or “Fuzzy Feelings”. The latter, also devised by TBWA Media Arts Lab on the occasion of the advertising presence that the brand offers every year for Christmas. It was starred by Bob Cratchit and Ebenezer Scrooge, the famous Charles Dickens characters, with music by the mythical George Harrison.
Apple repeats as well as advertiser of the year in a record that in previous editions have collected other brands such as AB Inbev, Burger King, Coca-Cola, Google, Heineken, Ikea, Mars, McDonald’s, Samsung, Microsoft or Unilever; This last winner in 2024. Apple will collect recognition on the Cannes Lions stage next June 20.
