TBWA\Paris and Leica Camera AG have created the third chapter in their campaign, The World Deserves Witnesses, applauding photographers who document the world.

The first series of images was launched in January 2021, the second in June – each with the approach of creating a campaign solely from existing images. The aim of the campaign is to give photography back all its meaning and highlight the vision of all those who use their Leica camera to capture the world in images.

Three new visuals will appear in print media, on outdoor posters, and online in more than 15 countries around the world. The colourful light-hearted selection aims to bring a touch of optimism and a smile. 

As for the previous two campaigns, Leica has chosen to highlight a famous photographer as an emblematic figurehead for its selection. Following in the footsteps of American photographer, Joel Meyerowitz, then Steve McCurry, it’s now Elliott Erwitt’s turn to be honoured in this third body of work. He is accompanied by 2 new photographers who deliver up their unique point of view of the world. (Erwitt’s work is cover image) 

Jasper Doest, is a young Dutch photographer who creates remarkable photographic series exploring the relationship of humankind to nature. Jasper invites us to ask ourselves about the consequences of today’s consumption patterns. He is a senior fellow of the International League of Conservation Photographers and an ambassador of the WWF/World Wildlife Fund. His work has been published in international journals such as National Geographic Magazine, Smithsonian Magazine and GEO and has won numerous awards, notably World Press Photo and Wildlife Photographer of the Year.

Donato Di Camillo, shares his vision of a raw and radical America – it’s atypical life moments. He’s a people photographer whose personal story and photographic expression have earned him recognition from the world’s biggest media names like Stern, the BBC, the Washington Post, CBC, and the Huffington Post. The image from his Beach Body Bingo series, shot at Coney Island (New York State, USA). Donato Di Camillo is one of the top 100 street photographers according to the magazine Lens Culture.

The three new visuals are also an opportunity to highlight the Iconic Leica “M” camera, in its new M11 version.

Credits:

Client: Leica Camera AG
Client Team: Andrea Pacella & Jérôme Auzanneau

Agency TBWA\Paris
Executive Creative Directors : Benjamin Marchal & Faustin Claverie 
Creative Directors : Philippe Rachel & Carl Harborg
Art Buyer: Isabelle Jaubert
Account Management: Matthéo Pressmar, Benjamin Tardif, Alexandre Stachowiak & Delphine Blies
 
Photographers : Elliott Erwitt, Jasper Doest, Donato Di Camillo