9 years ago, Leica entered partnership with Fotografe magazine launched a photography contest. Contestants found out about the contest through word-of-mouth and ads placed within the magazine itself. Our first job for the account was to create the ads for this much-praised contest. In addition, we also thought about other non-paid formats that would help spread the word about the contest.

Leica is a classic machine. We explored a design classic, and a classic method of printing.

The poster was very sought after for purchase for being exposed at the Leica store. The consumers identified with the handicraft concept of the brand. Also because this public is already formed by people who appreciate art, be it photography or the design of a poster.