Digicam model Leica's first international marketing campaign in a decade celebrates the facility of pictures

Pictures capture pleasure, sadness, anger, and fear – and record our funniest, most absurd, and most memorable moments.

With its first global advertising campaign in ten years, the 150-year-old German camera brand Leica is paying homage to the power of images to “document the beauty and poetry of the world”. Capture crucial moments in history and reveal the fragility of our human condition.

The TBWA Paris print and online campaign with the title “The world deserves witnesses” presents images as “valuable eyewitness accounts” about global and intimate events.

It positions camera photography as a tonic for the edited and airbrushed photos of smartphone culture.

The print element of the campaign, which is running in 15 markets worldwide, individually shows a series of six impressive pictures taken by photographers. These and 24 other images can be seen in a short video by American photographer Joel Meyerowitz, which celebrates the power of photography.

Meyerowitz said he had "goose bumps on my arms and ribs when I first saw the video," which you can see below:

I am very satisfied with the result or our new campaign. I think that the new campaign – and we at Leica only do that every 10 years or so – wonderfully reflects our photographic, artistic and humanistic approach, ”said Dr. Andreas Kaufmann, Chairman of the Supervisory Board and majority shareholder of Leica Camera AG.

Andrea Pacella, director of global marketing and communication
Global Director Brand, Partnerships & Accessories: Jérôme Auzanneau
TBWA Paris: Renaud Berthe, Matthéo Pressmar, Alexandre Stachowiak
Executive Creative Directors: Benjamin Marchal and Faustin Claverie
Associate Creative Director: Philippe Rachel
Associated creative director: Carl Härborg
Buying art: Elise Kubler, Isabelle Jaubert
Legal: Caroline Paillard
Post production: Eléonore Girard
Sound production: Else
Composer: Niccolò Pacella
Head of Music and Sound: Olivier Lefebvre
Sound Director: Fabrice Pouvreau
Sound engineer: Alexandre Robieux
Emily Garthwaite / Institute
Kai Wiedenhöfer
Sarah G. Ascough
Stephen Vanasco
Chris suspect
Véronique De Viguerie
Justin Mott
Gabriele Micalizzi
Eolo Perfido
Craig Semetko
Jonathan Eden-Drummond
Christian Werner
Godong / Getty Images
Collection Hulton-Deutsch / Getty Images
Dotan Saguy
Brian Otieno
Joel Meyerowitz
Pierre Belhassen
Matt Stuart
Bree Garcia
Bruce Gilden / Magnum
Frédéric Lanoizelé
Richard Tsong-Taatarii
Damir Sagolj
Jasper Doest
Joshua Buana
Sylvestre Dedise
Lutz Müller
Emil Gataullin

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