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Leica ‘witnesses the world’ in first brand campaign in decade

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For the first time in more than a decade, German camera maker Leica has launched a global brand campaign that pays homage to professional photography under the theme “world needs witnesses”.

Leica ‘witnesses the world’ in first brand campaign in decade

Created by advertising company TBWA/Paris, the ad shows how the camera can capture the world’s beauty, pivotal moments of history or mankind’s fragility.

Leica ‘witnesses the world’ in first brand campaign in decade

None of the images in this campaign had been made, staged, retouched or changed – they are all pure expression of a personal way of seeing.

The vision, being aired online, was captured by more than 30 photographers from all walks of lie.

Leica ‘witnesses the world’ in first brand campaign in decade

Internationally recognised American lensman Joel Meyerowitz says: “I had goose bumps when I first saw the video. It was astonishing! It was more human and inspiring than anything any camera company has ever done! No doubt about it.”

Leica ‘witnesses the world’ in first brand campaign in decade

“I think the new campaign – and we at Leica do this only every 10 years or so – reflects our photographic, artistic, and humanistic approach beautifully. All I can say: Let us all together be witnesses for all the facets of our common world!” said Dr Andreas Kaufmann, chairman of the supervisory board and major shareholder of Leica Camera.

Leica ‘witnesses the world’ in first brand campaign in decade

The video can be watched at https://youtu.be/tjuQ3fuGD2Q

 

Published : February 09, 2021

By : The Nation