Leica celebrates photographers who witness the world through the lens

Leica has launched an international campaign to honour photographers using the brand's cameras to document the world. 

The campaign "The world deserves witnesses" is aimed at highlighting the value of looking at the world in a more meaningful way and the uniqueness of the Leica brand: a legendary brand, a revered brand, a unique brand, and a brand built upon passion. It also celebrates photographers capturing pivotal moments of history, or the fragility of human condition through their own sensitivity and unique view.

To preserve the integrity and sincerity of these visual testimonials, the campaign only uses existing photographs. No photo was created or staged to suit the communication concept and nothing has been retouched or changed.The campaign includes a video narrated by American photographer Joel Meyerowitz and his work is also being included. “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," he commented. Apart from the video, the campaign also includes visuals shown in print and online in more than 15 countries, which will change and renew over time. Over 30 photographers, from all walks of life, contributed to the campaign too.