Leica: OPTICAL ZOOM

Credits & Description:

Company: Advico Young & Rubicam, SWITZERLAND, Zurich
Executive Creative Director: URS SCHREPFER
Creative Director/ Art Director: Christian Bobst
Copywriter: Johannes Raggio
Art Director: Isabelle Hauser
Account Supervisor: Sandro Breu
Strategy: Frederic Poppenhäger
Company: Leica Camera, SWITZERLAND, Zurich
Advertiser`s Supervisor: Oliver Bachmann
Innovative Media Strategy: Create a campaign that enables people to experience the zoom function of the Leica V-Lux 1 and extends the leadership position of Leica in the area of photo optics. Do this in a way that uses the conventional poster medium in an unconventional way.
Creative Execution:We played with the environment of conventional billboards: the posters reflected their actual surroundings exactly, but enormously enlarged. In this way, we allowed viewers to look through the zoom lens of a V-Lux 1 without having one.
Target Audience:This campaign addressed the wide target group of hobby photographers at highly-frequented public places. The variety of backgrounds, and their corresponding enlargement within the posters, surprised consumers again and again.
Effectiveness:The campaign was talked about in numerous blogs and web forums. It was taken up by the press, even in financial newspapers. As a consequence, requests for the camera increased substantially among retailers.