THE WORLD DESERVES WITNESSES is the new Leica worldwide advertising, video, and print.
A witness, someone who sees what others simply watch. When Leica invented the first 35mm camera in 1914, it allowed people to capture their world and the world around them and document its events, no matter how small or big they were. Today, as for more than one century, Leica keeps celebrating the witnesses, the ones who see the everyday beauty, grace and poetry, and the never-ending irony and drama of our human condition, and bring their cameras to the eye in order to frame it and fix it forever. The campaign created by advertising agency TBWAPARIS was developed using only existing photographs. No photo was created or staged to suit the communication concept, nothing has been retouched or changed. All the photographic testimonies of the new Leica campaign are the pure expression of a personal way of seeing. Due to the plurality of themes – whether societal, political, poetic, or every day – this public expression touches all that is universal and resonates with our humanity.
The campaign includes visuals shown in print and online in more than 15 countries, which will change and renew over time. Over 30 photographers, from all walks of life, contributed to the campaign.
Among the authors chosen for the worldwide advertising, there is also our editorial director Eolo Perfido, with three of his photos (in cover).
DISCOVER THE WITNESSES:
Veronique de Viguerie
More info on Leica Camera website.