Leica Camera AG’s anniversary advertising campaign ‘100 years of Leica photography’ won gold at the Eurobest Festival of Creativity.
The advertising campaign focuses on iconic Leica photography without ostensibly showing it. The advertisements appear on a black background with only three keywords to describe the visual content. Only by researching these search terms are viewers guided to a legendary photo and discover that it was taken with a Leica camera.
The following campaign ads won gold at Eurobest:
- “CHANCELLOR/KNEE/WREATH“: After laying down a wreath, Chancellor of Germany Willy Brandt knelt towards the monument of the Warsaw Ghetto Uprising.
- “NAPALM/GIRL/ROAD“: The naked and burning young girl Kim Phúc, photographed by Pulitzer Prize winner Nick Út during the Vietnam War.
- “SAILOR/NURSE/KISS“: The photo by Alfred Eisenstaedt which captured the celebrations on VJ Day in New York’s Times Square in 1945.
PRESS RELEASE
10/12/2014
Award for the Leica ‘100 years of Leica photography’ advertising campaign
Leica Camera AG’s anniversary advertising campaign ‘100 years of Leica photography’ wins yet another award. Following numerous international prizes at the Cannes Lions International Festival of Creativity, the London International Advertising Awards, the Red Dot Award and the Epica Awards, the campaign has now won gold at the Eurobest Festival of Creativity.
Developed and designed by Geometry Global Germany, the agency from Frankfurt, the advertising campaign focuses on iconic Leica photography without ostensibly showing it. The advertisements appear on a black background with only three keywords to describe the visual content. Only by researching these search terms are viewers guided to a legendary photo and discover that it was taken with a Leica camera. The selected campaign photos include, for example, Robert Capa’s ‘Falling Soldier’ from the Spanish Civil War, the naked and burning young girl Kim Phúc, photographed by Pulitzer Prize winner Nick Út during the Vietnam War, and the photo by Alfred Eisenstaedt which captured the celebrations on VJ Day in New York’s Times Square in 1945. Three important moments of world history that profoundly influenced our view of the world we live in and became deeply engraved in our collective consciousness.
The Eurobest Festival is an event organised for the creative industry in Europe and has been seen as an extension of the Cannes Lions since its beginnings in 1988. The event is based on a creative competition and has been supplemented by an annual congress since 2008. Every year, the festival awards prizes in the advertising categories film, print, outdoor, radio, film craft, interactive, media, direct, promo & activation, design, PR, integrated, mobile and branded content & entertainment.
About Leica Camera
Leica Camera AG is an internationally operating, premium-segment manufacturer of cameras and sport optics products. The legendary status of the Leica brand is founded on a long tradition of excellence in the construction of lenses. And today, in combination with innovative technologies, Leica products continue to guarantee better pictures in all situations in the worlds of visualisation and perception. Leica Camera AG has its headquarters in Wetzlar, in the state of Hesse in Germany, and a second production site in Vila Nova de Famalicão, Portugal. The company operates branch offices in England, France, Japan, Singapore, Switzerland, South Korea, Italy, Australia and the USA. New and innovative products have been the driving force behind the company’s positive development in recent years.