Leica Design & Branding LEGEND UR 1914 by F/Nazca Saatchi & Saatchi Sao Paulo

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LEGEND UR 1914

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Industry Photo & Video Cameras, Accessories
Media Design & Branding
Market Brazil
Agency F/Nazca Saatchi & Saatchi Sao Paulo
Creative Director Pedro Prado, Eduardo Lima
Art Director Bruno Oppido
Copywriter Romero Cavalcanti F
Released February 2012

Credits & Description

Category: Posters
Advertiser: LEICA
Product/Service: LEICA
Agency: F/NAZCA SAATCHI & SAATCHI
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)
Art Director: Bruno Oppido (F/Nazca Saatchi & Saatchi)
Copywriter: Romero Cavalcanti (F/Nazca Saatchi & Saatchi)
Account Manager: Marcello Penna (F/Nazca Saatchi & Saatchi)
Account Team: Melanie Zmetek (F/Nazca Saatchi & Saatchi)
Advertiser Team: Luiz Marinho (Leica)
Media placement: Poster - Leica Store - 1 February 2012

Describe the brief from the client
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.

Describe the challenges and key objectives
Our objective was to make the contest even more well-known and make it easier to enter, without having to resort to paid-media. Our secondary objective was to incentivise photography in Brazil.
The title was created to reinforce the rigor behind the contest to better value its winners.

Describe how you arrived at the final design
Leica is a classic machine. We explored a design classic, and a classic method of printing.

Give some indication of how successful the outcome was in the market
The poster was sent to premium customers.