The images capture the pleasure, sorrow, anger and fear – and record our most fun, absurd and memorable moments.
With its first global advertising campaign in a decade, the 150-year-old German camera brand Leica pays homage to the power of images to “document the beauty and poetry of the world”; capture pivotal moments in history and expose the fragility of our human condition.
The print and online campaign, by TBWA Paris and titled “The World Deserves Witnesses”, presents images as “precious testimonies” of global and intimate events.
It positions camera photography as a tonic for the retouched and airbrushed photos of smartphone culture.
Present in 15 markets around the world, the printed element of the campaign individually presents a series of six striking images taken by photographers, with these images and 24 more in a short video narrated by American photographer Joel Meyerowitz, which honors the power of photography. .
Meyerowitz said he “got goosebumps in his arms and down his ribs when I first saw the video,” which you can watch below:
I am extremely happy with the result or our new campaign. I think the new campaign – and we do this at Leica only every 10 years or so – beautifully reflects our photographic, artistic and humanistic approach, ”said Dr Andreas Kaufmann, Chairman of the Supervisory Board and majority shareholder of Leica Camera AG .
Global Marketing and Communications Director, Andrea Pacella
Global Brand, Partnerships and Accessories Director: Jérôme Auzanneau
TBWA Paris: Renaud Berthe, Matthéo Pressmar, Alexandre Stachowiak
Executive Creative Directors: Benjamin Marchal and Faustin Claverie
Associate Creative Director: Philippe Rachel
Associate Creative Director: Carl Härborg
Art purchase: Elise Kubler, Isabelle Jaubert
Legal: Caroline Paillard
Postproduction: Eléonore Girard
Sound production: Else
Composer: Niccolò Pacella
Music and Sound Manager: Olivier Lefebvre
Sound director: Fabrice Pouvreau
Sound engineer: Alexandre Robieux
Emily Garthwaite / Institute
Sarah G. Ascough
Véronique De Viguerie
Godong / Getty Images
Hulton-Deutsch Collection / Getty Images
Bruce Gilden / Magnum