These ads for Leica’s Ultravid binoculars have to promote the ultrasharp light weight & high performance of the product, and do so pretty well. I like the idea of the folded landscape between the outdoor dude and the animals, it’s really simple and yet so strong. I don’t remember having ever seen anything alike. It’s impressive, communicates the benefits clearly and I’m pretty sure the target audience knows exactly what the message is. I don’t carry around binoculars myself, and I’m not really an outdoor dude, but I can imagine you need a good strong binocular to truly enjoy ‘real nature’. Unfortunately, the agency is unknown.
Copy: “Get close with the Ultravid from Leica” (I think)
Thanks, Bert
Littl'Q
August 2, 2006 at 9:28 am
It’s a creation of a Suisse agency (do not know which exactly). This campaign was created to participate in a local advertising contest. The outdoor campaign is used on a very small scale in Switzerland and will not be used for international Leica-campaigns…as all this was created for free for Leica.
Unfortunately…Leica does not have the budget for this kind of Outdoor-campaigns. They prefer advertisements in specialized magazines and sponsoring of exhibitions of (local) Leica-photographers etc.