Leica, one of the world’s most respected camera makers is celebrating the commitment of photographers around the world with their new ad campaign “The World Deserves Witnesses”. Thinking specifically about those who have captures the ‘beauty and poetry’ of the world and those ‘pivotal moments of history’.

This is the first brand ad campaign in a decade and with all of the polarization in the world right now, it serves a noble purpose. From intimate moments to eyewitness accounts documenting important historical moments, taking a picture may have become easier and more accessible but the moment itself may be the real challenge.

The campaign was created by advertising agency TBWA\PARIS who honoured the integrity and sincerity of the message by selecting only existing photographs – no staged images, no photoshop to alter the visual communication to suit the concept. Beautiful. Poignant.

Written by Ian Cole for Client Magazine

*Top-banner image credit: POST GRACE – SARAH G ASCOUGH