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Leica Adverts & Commercials Archive

OPTICAL ZOOM

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Credits & Description:

Type Of Entry: Use of Media
Category: Best Use of Outdoor
Title: OPTICAL ZOOM
Advertiser/Client: LEICA CAMERA
Product/Service: LEICA V-LUX 1 CAMERA
Advertising Agency, City: ADVICO YOUNG & RUBICAM, Zurich
Country: SWITZERLAND
Media/Advertising Agency, City: ADVICO YOUNG & RUBICAM, Zurich
Country: SWITZERLAND

Credit Details:

Name	Position	Company
Urs Schrepfer	Executive Creative Director	Advico Young & Rubicam
Christian Bobst	Creative Director/ Art Director	Advico Young & Rubicam
Johannes Raggio	Copywriter	Advico Young & Rubicam
Isabelle Hauser	Art Director	Advico Young & Rubicam
Sandro Breu	Account Supervisor	Advico Young & Rubicam
Oliver Bachmann	Advertiser`s Supervisor	Leica Camera

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.

The Outdoor Advert titled OPTICAL ZOOM was done by Advico Young & Rubicam advertising agency for brand: Leica in Switzerland. It was released in the Jun 2008.

Brand name: Leica
Agency: Advico Young & Rubicam
Country: Switzerland
Category: Home appliances & furnishings
Released: June 2008

Leica Adverts & Commercials Archive

OPTICAL ZOOM

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