BACKLIGHT PANEL by F/Nazca Saatchi & Saatchi Sao Paulo for Leica

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BACKLIGHT PANEL

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Industry Photo & Video Cameras, Accessories
Media Design & Branding, Case study
Market Brazil
Agency F/Nazca Saatchi & Saatchi Sao Paulo
Creative Director Pedro Prado, Eduardo Lima
Art Director Fabio Brigido, Fábio Vido
Copywriter Mariana Borga, Thiago Carvalho
Photographer Luciana Dal Ri | Paula Turra
Released June 2012

Awards

Cannes Lions 2012
Design Lions Point of Sale Bronze

Credits & Description

Type of entry: Environmental Design
Category: Point of Sale
Advertiser: LEICA
Product/Service: LEICA
Agency: F/NAZCA SAATCHI & SAATCHI São Paulo, BRAZIL
Advertiser LEICA
Product LEICA
Entrant F/NAZCA SAATCHI & SAATCHI São Paulo, BRAZIL
Type of Entry: Environmental Design
Category: Point of Sale
Title: BACKLIGHT PANEL
Advertiser/Client: LEICA
Product/Service: LEICA
Entrant Company: F/NAZCA SAATCHI & SAATCHI São Paulo, BRAZIL
DM/Advertising Agency: F/NAZCA SAATCHI & SAATCHI São Paulo, BRAZIL

Chief Creative Officer: Fabio Fernandes (F/Nazca Saatchi & Saatchi)
Creative Director: Eduardo Lima (F/Nazca Saatchi & Saatchi)
Head Of Art: João Linneu (F/Nazca Saatchi & Saatchi)
Copywriter: Mariana Borga (F/Nazca Saatchi & Saatchi)
Art Director: Fabio Brigido (F/Nazca Saatchi & Saatchi)
Photographer: Luciana Dal Ri (F/Nazca Saatchi & Saatchi)
Account Manager: Melanie Zmetek (F/Nazca Saatchi & Saatchi)
Advertiser's Supervisor: Luiz Marinho (Leica)

Brief Explanation
To exemplify Leica's manufacturing process, we decided to make posters that were handmade as well.

They were a real collage of negatives developed exactly in the order they appear. Therefore, the photos had to be taken in a precise sequence so that the title, the image of the camera and the logo could fit in this form.

The collage was then placed on backlight panels and exposed at the Leica store.

Describe the brief from the client
Leica's products are known for being made with such care that that's almost like they were hand crafted. This justifies its high prices and, specially, adds value to Leica's cameras. We wanted people to remember that and to desire Leica's gadgets.




Describe the creative solution to the brief/objective.



Leica has always communicated why its products have value, but has never exemplified it to the people. It was the time to do so and we made it by using the same craft method Leica uses to build its products.




Describe the results in as much detail as possible.



With the posters placed in the Leica store they managed to clear the stocks of their film cameras (approximately US$4,000 each) in 2 months.