Leica Design & Branding LEICA RIFLESCOPE CATALOGUE by G2

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Industry Photo & Video Cameras, Accessories
Media Design & Branding
Market Germany
Agency G2
Art Director Mona Pust
Illustrator Marcello Pettineo
Released March 2011

Credits & Description

Category: Illustration
Advertiser: LEICA CAMERA
Agency: G2 GERMANY
Account Manager: Maik Hofmann (G2 Germany)
Account Manager: Anja Awater (G2 Germany)
Creative Director Art: Felix Dürichen (G2 Germany)
Creative Director Copy: Jutta Häussler (G2 Germany)
Art Director: Mona Pust (G2 Germany)
Illustrator: Marcello Pettineo (G2 Germany)
Media placement: Product Catalogue - Leica Stores And Trade Fairs Worldwide - 01.03.2011

Describe the brief from the client
Camera legend Leica launched their first premium riflescopes in 2010, earning kudos worldwide. Now, with the launch of their ultra-premium Magnus range, Leica was aiming for the very top of the food chain: one premium retailer, one ultra-wealthy hunter at a time.

Describe the challenges and key objectives
The key to success would be winning over the top 1% of hunters in Italy, Spain, France, Germany and UK. Getting these guys, though, would not be easy for these reasons.
1. This is a new audience for Leica. A camera legend, sure, but a relative newcomer to hunting
2. The segment has long been owned by Zeiss and Swarovski, and
3. While big-game hunting is every wealthy hunter’s dream, the notion of trophy-collecting remains highly polarising, even within this select group.

Describe how you arrived at the final design
We needed an idea that delivered all the romance of the hunt, but none of the shock. After much searching, we finally found it in the illustrative style of Marcello Pettineo: a passionate outdoorsman and an artist, with an intimate personal understanding of this brutally delicate subject. Working together, we tried to capture the almost indescribably intense moment of truth every hunter faces: before pulling the trigger.

Give some indication of how successful the outcome was in the market
We had hoped to motivate love for both the hunt and the product. Our illustrated homage to Tanzania’s wildlife seems to have struck the right nerve. 95% of the audience for the mailing actively responded, and their purchase interest helped push orders for the Magnus line to 157% above plan.