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Leica ‘witnesses the world’ in first brand campaign in decade
InternationalFeb 09. 2021
By The Nation
For the first time in more than a decade, German camera maker Leica has launched a global brand campaign that pays homage to professional photography under the theme “world needs witnesses”.
Created by advertising company TBWA/Paris, the ad shows how the camera can capture the world’s beauty, pivotal moments of history or mankind’s fragility.
None of the images in this campaign had been made, staged, retouched or changed – they are all pure expression of a personal way of seeing.
The vision, being aired online, was captured by more than 30 photographers from all walks of lie.
Internationally recognised American lensman Joel Meyerowitz says: “I had goose bumps when I first saw the video. It was astonishing! It was more human and inspiring than anything any camera company has ever done! No doubt about it.”
“I think the new campaign – and we at Leica do this only every 10 years or so – reflects our photographic, artistic, and humanistic approach beautifully. All I can say: Let us all together be witnesses for all the facets of our common world!” said Dr Andreas Kaufmann, chairman of the supervisory board and major shareholder of Leica Camera.
The video can be watched at https://youtu.be/tjuQ3fuGD2Q
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