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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“