Successful Leica campaign moves into the next chapter
“The World Deserves Witnesses” – in 2021, Leica adopted this motto to launch a successful brand campaign, celebrating the art of photography as a witness to the world. With the likes of Joel Meyerowitz, Steve McCurry and Elliott Erwitt, the greats of photography bore testimony to our world, while emerging talents and distinguished photojournalists also contributed their share. The particularity of “The World Deserves Witnesses” campaign is that Leica does not commission any pieces, but curates the existing work of photographers who are eye-witnesses of our times. Leica is now calling photographers of all ages, using any equipment to become witnesses, and to submit their work centred around the themes “Joy” and “Hope”. The deadline for submissions is 30th September 2022.
Photographers have always played a decisive role in capturing the world’s small and large stories. Their images have immortalised the fleeting moments. With its multi-award-winning brand campaign, “The World Deserves Witnesses”, Leica has created a monument acknowledging this fact. Over 30 photographers from a diversity of backgrounds took part in the first three waves; their works are part of the print and online campaigns, as well as the video manifesto, which has been viewed over 30 million times to date. “The World Deserves Witnesses” campaign recently received its 10th international award, with a second bronze Lion at the Cannes Lions International Festival of Creativity, in the “Photography Craft” category and now moves into the next chapter: With the Leica Witnesses Photographers Call, Leica is engaging further with the image-makers community of the world and inviting photographers of all ages using any equipment to submit their pictures and to share their stories. The call is open between 30th June and 30th September 2022, focusing on the themes of “Joy” and “Hope”.
Information about the call
The selected pieces will be part of the new “The World Deserves Witnesses” campaign, and the selected photographers be acknowledged as Leica Witnesses. A shortlist will be published in October 2022, and the selected Leica Witnesses Photographers announced in November. The next wave of “The World Deserves Witnesses” campaign will be launched in January 2023.
Organised by Leica, the Leica Witnesses Photographers Call will be run using the Picter platform. Photographers should register at Picter at: https://contests.picter.com/leica-become-a-witness . All details regarding the call can be found on Picter.
라이카 카메라 – 사진의 동반자
라이카 카메라 AG는 세계적인 프리미엄 카메라, 스포츠 옵틱스 제조사 입니다. 라이카 브랜드의 전설적인 명성은 오랜 전통을 자랑하는 장인정신과 독보적인 퀄리티, 독일의 인더스트리얼 디자인과 혁신적 기술의 조합을 바탕으로 하고 있습니다. 라이카 문화의 핵심은 사진 문화 발전을 위해 브랜드가 다양한 활동을 펼치고 있다는 점 입니다. 전세계에서 만나볼 수 있는 라이카 갤러리와 라이카 아카데미, 공로상에 해당하는 라이카 명예의 전당 (Leica Hall of Fame Award)과 매년 전문 작가와 신진 작가를 지원하기 위해 진행되는 라이카 오스카 바르낙 어워드 (Leica Oskar Barnack Award “LOBA”)는 현존하는 사진상 중 가장 혁신적인 스폰서십을 제공하는 것으로 알려져 있습니다. 이 외에도 독일의 헤센(Hessen) 주 베츨라(Wetzlar) 시에 위치한 라이카 카메라 AG 본사는 포르투갈의 Nova de Famalicão에 제2공장을 가지고 있으며, 전세계의 지사 네트워크를 관리하며 라이카 리테일 스토어를 운영하고 있습니다.