In the world of #hashtags, how to distinguish a great photograph? The new Leica campaign from Havas Paris plays on the trend to appeal to ...
In the world of #hashtags, how to distinguish a great photograph? The new Leica campaign from Havas Paris plays on the trend to appeal to the photo community.
For the 60th anniversary of the iconic photo of Che Guevara taken on March 5, 1960 by Alberto Korda, Havas Paris designed a print campaign to appealing to the visual memory of photo enthusiasts.
Today, social networks showcase a creative society whose most used element to promote photographs is the hashtags on Instagram. #clouds represents 107 million hits and images. In this context of image overload, how can one photograph still make a difference?
Some images though are engraved in our minds and belong today to the heritage of the world. Many of them were captured with a Leica. A word associated with a hashtag is enough to bring these mythical pictures back to life in everyone's imagination. This is the mechanics of the new Leica campaign by Havas Paris: a photo exhibition without photos, relayed in print and in social media.
Stéphane Gaubert, Executive Creative Director at Havas Paris explains : "In the age of hashtags and Instagram filters, everyone thinks they are a photographic genius. So, how to distinguish a great photographer from an Instagram photographer? Simply the cliché. The cliché that stands out. The one that stays. The one that is anchored in collective memory. The No photo campaign is an ode to the great photographers who shot with Leica cameras. To those who made their mark on their history and their era. Through this interactive campaign we have given people the opportunity to tap into their memories to see photograph without actually seeing it. Proof that photography is an art. An art that we must continue to nurture.”
Gaëlle Gouinguené, Head of Communication at Leica, adds: “The creative line of Havas Paris wonderfully illustrates a quote by Henri Cartier-Bresson that is particularly close to our hearts and captures perfectly all the iconic images that form our photographic heritage "Leica can be like a passionate kiss, a gunshot or the couch of a psychoanalyst"
Launched on March 5th, the campaign is being rolled out in the press and on social networks. It is also exhibited at the Leica gallery.
About Leica Camera
Leica Camera AG is a manufacturer of high-end cameras and observation instruments of international standing. The legendary reputation of the Leica brand is based on a long tradition of excellent quality. In combination with innovative technologies, all Leica products meet a common goal: better images, wherever perception and visualization are paramount. The headquarters of Leica Camera AG are located in Wetzlar, Hessen, Germany, with a second production site in Vila Nova de Famalicão, Portugal. Leica Camera has its own network of subsidiaries in various countries, Leica Stores, Leica Galleries and Leica Akademies.