Leica print ads
Poetic and artistic, these print ads for Leica highlight the value of looking at the world in a more meaningful way.
Responses by TBWA Paris
Background: Leica, the legendary German maker of photographic devices whose roots go back more than 150 years, is celebrating the commitment of photographers who bear witness to the world in a new international advertising campaign whose claim is “The World Deserves Witness.” This campaign is for Leica fans as well as for people who see poetry in the world.
Reasoning: In a time in which the act of taking a picture has become easier than ever and too often careless and superficial this campaign aims to highlight the value of looking at the world in a more meaningful way. Seeing those precious fragments of time in which the elements of the scene compose themselves through the lens and the photographer’s eye is unique and unrepeatable. That’s what Leica is all about: reflecting the world around us. This campaign describe