The message is in focus
Advico Young & Rubicam is taking a closer look at Leica once again.
AY&R's last campaign for Leica has already won almost all the major awards. Gold at ADC Switzerland and ADC of Europe, silver at ADC New York, silver at Eurobest, silver and bronze in Cannes and, as "top of the awards", gold at the overarching competition The Cup. It is therefore quite a challenge for CD Chris-tian Bobst to be able to double up here once again. However, as he was already on the team for the last Leica campaign - still with the "old" AY&R - he didn't have to completely recreate the world. For once, the instruction "Let there be more light!" was enough. The new Leica D-Lux 4 is a camera with a particularly fast lens.
With a 1.2.0 - 2.8 intensity, bright images are possible even in poor lighting conditions. The creative team at AY&R visualizes this with posters that are hung in light boxes and therefore radiate a very striking brightness day and night. For this new idea, Bobst has adopted the previous basic concept, in which the posters each incorporate photographically processed details of their immediate surroundings.
In the last campaign, this effect was dramatized with zooms. Now the message goes more into detail and into the macro range. In addition to the light intensity of the D-Lux 4, the record-breaking sharpness of the Leica S2 is communicated. This new 35 mm camera captures 37.5 million pixels on the image. The campaign shows this effect with extremely enlarged details - also from the surroundings of the billboard. "We were able to count on very grateful support from APG in implementing these ideas," says Bobst. In order to make the ideas as artistically effective as possible for the target audience, monochrome graphic environments were also sought.
Three of the "light boxes" and five of the "enlargements" are unique. All the posters will be hung up in the city of Zurich, where the main target group will be professionals from the photography scene. The broader continuation of the campaign is then programmed for the web. The first edition with the "Zoom" posters has already found its way into countless forums. From sites such as The Online Photographer and Adofdamonth.com to portals in Russia and China - everyone has reported on the idea and, of course, on Leica. AY&R is convinced that the speculation will work out again this time.
Andreas Panzeri
With a 1.2.0 - 2.8 intensity, bright images are possible even in poor lighting conditions. The creative team at AY&R visualizes this with posters that are hung in light boxes and therefore radiate a very striking brightness day and night. For this new idea, Bobst has adopted the previous basic concept, in which the posters each incorporate photographically processed details of their immediate surroundings.
In the last campaign, this effect was dramatized with zooms. Now the message goes more into detail and into the macro range. In addition to the light intensity of the D-Lux 4, the record-breaking sharpness of the Leica S2 is communicated. This new 35 mm camera captures 37.5 million pixels on the image. The campaign shows this effect with extremely enlarged details - also from the surroundings of the billboard. "We were able to count on very grateful support from APG in implementing these ideas," says Bobst. In order to make the ideas as artistically effective as possible for the target audience, monochrome graphic environments were also sought.
Three of the "light boxes" and five of the "enlargements" are unique. All the posters will be hung up in the city of Zurich, where the main target group will be professionals from the photography scene. The broader continuation of the campaign is then programmed for the web. The first edition with the "Zoom" posters has already found its way into countless forums. From sites such as The Online Photographer and Adofdamonth.com to portals in Russia and China - everyone has reported on the idea and, of course, on Leica. AY&R is convinced that the speculation will work out again this time.
Andreas Panzeri
The first edition of the campaign focused on zoom performance.
More light intensity: the posters in the light boxes remain brightly lit day and night.
The viral continuation of the campaign is taking place in countless forums and on photo sites on the Internet.
