Leica Camera AG: The Tenderness of The World Deserves Witnesses

Leica, the legendary German maker of photographic devices whose roots go back in time of 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 Witnesses”. Through this campaign, the company pays homage to all those who use their Leica camera to document the beauty and poetry of the world. We celebrate those who capture pivotal moments of history, or the fragility of our human condition through their own sensitivity and unique view. Witnessing life with a Leica is a human and essential act. More than mere photos, these images are precious eyewitness accounts, whether they capture global events, or 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 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 the everyday – this public expression touches all that is universal and resonates with our humanity. By adopting this approach, the campaign highlights the uniqueness of the Leica brand: a legendary brand, a revered brand, a unique brand, but above all, a brand built upon passion. This vision is shared in our video manifesto which will be aired online worldwide. 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.