Leica, the lauded German manufacturer of photographic equipment, has launched its first brand campaign in a decade to celebrate the commitment of photographers who bear witness to the world.
Titled "The World Deserves Witnesses", the international advertising campaign pays homage to all those who use their Leica camera to document the beauty and poetry of the world.
It also celebrates those who capture pivotal moments of history or the fragility of our human condition through their own sensitivity and unique view. More than mere photos, these images are precious eyewitness accounts as they capture both global events and small intimate stories.
In a time in which the act of taking a picture has become easier than ever, and perhaps 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.
To preserve all the integrity and sincerity of these visual testimonials, this initiative was developed using only existing photographs. No photo was created or staged to suit the communication concept and nothing has been retouched or changed.
David was taken in 2012 in Moscow by Emil Gataullin. photos courtesy of Leica
They were taken using the brand's legendary cameras, including the iconic M family (among which are the most recent models M10-R and M10 Monochrom cameras); as well as the Leica Q2, one of the bestselling Leica cameras; and its recent sibling -- the Leica Q2 Monochrom.
All the photographic testimonies of the new Leica campaign are a pure expression of a personal way of seeing. Due to the plurality of themes -- whether societal, political, poetic or the every day -- this public expression touches all that is universal and resonates with our humanity.
The campaign is presented through a video manifesto which airs online worldwide. It 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.
Lending his voice to the video is Joel Meyerowitz, an internationally recognised American photographer whose work is included and has been shown in the most eminent museums worldwide and published in countless books.
To see the full-length video manifesto, visit youtu.be/tjuQ3fuGD2Q. For more details, check out witnesses.leica-camera.com.
