"Sailor/Nurse/Kiss", "Napalm/Girl/Road", "Chancellor/Knee/Wreath"
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Corporate Name of Client: Leica Camera AG
Agency: Geometry Global
Chief Creative Officer: Christian Mommertz
Creative Directors: Felix Duerichen/Anita Stoll
Associate Creative Director: Jutta Haeussler
Art Directors: Nina Gruen/Sabine Bartels/Mona Pust
Senior Art Directors: Oliver Rapp/Sabine Brinkmann
Senior Copywriter: Philipp von Buttlar
Junior Account Manager: Tim Eisenhauer
International Marketing and Communication Director: Cyril Thomas
Deputy Managing Director: Maik Hofmann
1. The Task: Leica Camera wanted to promote both its exceptional products and unique heritage to their main target audience – by paying their respect to the centenary of small frame photography. 2. The Idea: We illustrated something suitable to nothing less than mankind's collective visual memory, using no pictures at all... just typography. We invented the first ad that automatically starts a search query... in people's heads. Containing three words only, the ads made people’s minds immediately search – and find – iconic Leica pictures related to "Sailor/Nurse/Kiss", "Napalm/Girl/Road" and "Chancellor/Knee/Wreath“.