Selling a monochromatic camera in black and white.
CLIENTLeica CamerasPROJECTPut it in Black and White
SUMMARYFounded in 1849 in Wetzlar, Germany, Leica has earned its reputation as the premier camera brand in the industry. Each component, from the screws to the motherboard, is meticulously assembled by hand. For over 170 years, Leica has been synonymous with exceptional design and quality, and the new Leica M Monochrom is no exception. Designed exclusively for black-and-white photography, this camera is for photographers with a clear vision.
Given its premium price and exclusive monochromatic output, the Leica M Monochrom attracts a niche market that needs no persuasion. So, to reach this elite audience, this outdoor campaign employs harsh, black-and-white language, simultaneously reinforcing Leica’s unrivalled position in the industry and the M Monochrom’s unique selling proposition.