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LEICA CAMERA: OPTICAL ZOOM
| See full size 1273x891 px | |
| Released: | June 2008 |
| Advertiser: | Leica  |
| Agency: | ADVICO YOUNG & RUBICAM |
| Country: | Switzerland |
| Category: |
Home electronics & audio-visual
|
| Awards: |
Cannes Lions 2008 Media Bronze
The CUP Awards 2008 Winner
|
| Tags: |
Case study
Cannes 2008
Creative outdoor
Creative review
Visual effects in outdoor ads
Award show winner
|
Credits:
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
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.
