After the remarkable and unanimously acclaimed launch of the campaign "THE WORLD DESERVES WITNESSES" / "LE MONDE MÉRITE DES TÉMOINS" last January, more than 20 million views of the "Manifesto" clip, 500 million impressions of the operation’s various items of content, and a prestigious D&AD award (Graphite Pencil, Documentary Photography category) and Cannes Lions award (Bronze Lion, Print & Publishing category), the legendary German manufacturer of cameras unveils a second chapter.
Remaining true to the initial approach of designing a campaign solely from existing images, TBWA\Paris and Leica continue to give full meaning to photography and highlight the singular look of all those who use their Leica camera to document the beauty, the poetic and the unusual in our world. This new chapter of the campaign includes 6 new visuals published in print and online in more than 15 countries around the world. After the American photographer Joel Meyerowitz, it is now Steve McCurry’s turn to be the master photographer honored in this second opus. He is accompanied by five new photographers, from all walks of life, who each bring their own sensitive eye on the world: Lynn Johnson, Christopher Steele-Perkins, Ciril Jazbec, Dotan Saguy and Eolo Perfido. These 6 new visuals are also an opportunity to highlight several cameras made by the German company: The iconic M (M10 MONOCHROM and the M10-R) but also the other "Systems" that uphold the brand’s reputation, notably the Leica Q, Leica SL and Leica S.
Please find further information at: www.leica-camera.com
Names of the photographers of the key visuals/press images
Steve McCurry
Lynn Johnson
Christopher Steele-Perkins
Ciril Jazbec
Dotan Saguy
Eolo Perfido
Leica Camera – A Partner for Photography
Leica Camera AG is an international, premium manufacturer of cameras and sports optics. The legendary reputation of the Leica brand is based on a long tradition of excellent quality, German craftsmanship and German industrial design, combined with innovative technologies. An integral part of the brand's culture is the diversity of activities the company undertakes for the advancement of photography. In addition to the Leica Galleries and Leica Akademies spread around the world, there are the Leica Hall of Fame Award and, in particular, the Leica Oskar Barnack Award (LOBA), which is considered one of the most innovative sponsorship awards existing today. Furthermore, Leica Camera AG, with its headquarters in Wetzlar, Hesse, and a second production site in Vila Nova de Famalicão, Portugal, has a worldwide network of its own national organisations and Leica Retail Stores.