Leica Brand KeyVisual

Placeholder

Leica M photographers tend to be artists that think and act out of the box. Based on this insight, we crafted an advertisment campaign that has a unique strength: it isn‘t really advertisment. Instead, the Leica brand M campaign centers around the very people it speaks to, presenting outstanding members of the Leica M family in an intriguing and inspiring way. The selection of photographers portrayed includes some of todays most promising talents and ranges from seasoned pros to largely unknown amateurs. There is only one requirement for the cast of our Leica brand M campaign: each protagonist has to be a perfect representation of the brand values of Leica, summarized in the campaign claim and tag-lines found on our key visual: „Break the rules. Change their view. Tell the bitter truth. Challenge the status. Stand strong. Don’t look back. Stay hungry. Find the spark. Risk. Fail. Repeat. Succeed. Whatever it takes – be original“

Placeholder

Leica M photographers tend to be artists that think and act out of the box. Based on this insight, we crafted an advertisment campaign that has a unique strength: it isn‘t really advertisment. Instead, the Leica brand M campaign centers around the very people it speaks to, presenting outstanding members of the Leica M family in an intriguing and inspiring way. The selection of photographers portrayed includes some of todays most promising talents and ranges from seasoned pros to largely unknown amateurs. There is only one requirement for the cast of our Leica brand M campaign: each protagonist has to be a perfect representation of the brand values of Leica, summarized in the campaign claim and tag-lines found on our key visual: „Break the rules. Change their view. Tell the bitter truth. Challenge the status. Stand strong. Don’t look back. Stay hungry. Find the spark. Risk. Fail. Repeat. Succeed. Whatever it takes – be original“

How a brand campaign is done

Making use of our solid expertise in photography and familiarity of the market, we started off by defining target groups and buyer personas. In a next step, we placed these personas in a consumer journey model and developed a communication strategy according to their individual needs. We know from experience that it is vital to choose the perfect channel and the ideal moment for a story to reach the right person. For the Leica brand M campaign, distribution happens largely via owned media channels.

The core asset of the Leica brand M campaign is an inspirational video in the style of a mini-documentary, living on a designated landing page on beoriginal.leica-camera.com and on Leicas YouTube channel. These videos are being shot in the most fascinating locations around the globe and present the photographer, his unique way of working and philosophy in a very personal way. In order to complete the picture, we conduct a full-length interview with our protagonist for the Leica Blog or any other physical or digital publication.

Traffic from social media and other channels is directed towards the Leica brand M campaign by the use of on- and offline ads as well as banners and short snippets/ video teasers of our videos.