For more than 150 years, Leica has been associated with great photography, with iconic photography (please excuse the cliché), the photography the documents the world.

It is this heritage that Leica is underlining in its new campaign by TBWA\Paris. The campaign, The World Deserves Witnesses, applauds the creators of the world’s eyewitness accounts, whether they capture global events or small intimate stories. It celebrates the commitment of photographers who use their Leica camera to document the beauty and poetry of the world, capturing pivotal moments of history or the human condition through their own unique view.

To preserve the integrity and sincerity of the visual testimonials the campaign is honouring, TBWA\Paris, used only existing photographs. No photo was created or staged to suit the communication concept. Nothing has been retouched or changed. By adopting this approach, the campaign highlights the uniqueness of the Leica brand, a brand built on passion.

The campaign’s video manifesto will be aired online worldwide. The full campaign includes visuals shown in print and online in more than 15 countries, which will change and renew over time shot by more than 30 photographers from all walks of life. American photographer, Joel Meyerowitz, provided the voiceover for the manifesto. His work is included and has been shown in the most eminent museums worldwide and published in countless books.

Meyerowitz stated, “I had goose bumps down my arms and along my ribs when I first saw the video. It was astonishing. It was more human and inspiring than anything any camera company has ever done. No doubt about it.”

Dr Andreas Kaufmann, chairman of the supervisory board and majority shareholder of Leica Camera AG, commented, “I’m extremely happy with the result or our new campaign. I think that the new campaign – and we at Leica do this only every ten years or so – reflects beautifully our photographic, artistic, and humanistic approach. All I can say is let us altogether be witnesses for all the facets of our common world.”

Credits:

Agency: TBWA\Paris
Executive Creative Directors: Benjamin Marchal & Faustin Claverie
Associate Creative Directors: Philippe Rachel & Carl Härborg
Art Buyers: Elise Kubler, Isabelle Jaubert
Agency Team: Renaud Berthe, Matthéo Pressmar & Alexandre Stachowiak
Legal: Caroline Paillard

Post-Production: Eléonore Girard
Sound Production: \Else
Composer: Niccolò Pacella
Head of Music &Sound: Olivier Lefebvre
Sound Director: Fabrice Pouvreau
Sound Engineer: Alexandre Robieux

Photographers: 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; Hulton-Deutsch Collection/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

Client: Leica
Director Global Marketing & Communication: Andrea Pacella
Global Director Brand, Partnerships & Accessories: Jérôme Auzanneau