To connect with audiences in the UAE, Apple set out to celebrate the end of Ramadan by capturing its most iconic symbol: the moon.

Over 21 days, five photographers documented the full lunar cycle using iPhone, resulting in six striking moon images shot across Dubai and Abu Dhabi.

The work launched as a 360° campaign, featuring out-of-home executions, a hero collection film, and a “How-to” video running in cinemas and across digital platforms including Apple.com, iTunes, Facebook, Instagram, and YouTube.

The campaign became Apple’s most-shared campaign ever in the UAE, generating widespread national press coverage, strong social engagement, and significant influencer amplification.

Awards: Bronze Effie - Electronics category