Iconic Leica Pictures –
Print Campaign
Leica Camera wanted to promote both its exceptional products and unique heritage to their main target audience – by paying their respect to the centenary of small frame photography.
We illustrated something suitable to nothing less than mankinds collective visual memory, using no pictures at all... just typography. We invented the first ad, that automatically starts a search query... in peoples head. Containing three words only, the ads made people’s minds immediately search – and find – iconic Leica pictures related to „Sailor/Nurse/Kiss“, „Napalm/Girl/Road“ and „Chancellor/Knee/Wreath“.
