LEICA | 100 | 2015
Even the photos not taken with a Leica were taken because of Leica / LEICA "100"
100 years ago, Leica took photography "out of the studio." This 2-minute film tells that story through the recreation of 35 iconic photographs. The seamless transitions, the flawless execution, and that provocative narration. The first time I saw it, I forgot to breathe.
The problem
In 2014, Leica made this film to mark the 100th anniversary of the first Leica camera and the opening of a Leica Gallery in São Paulo. Leica took the camera out of the studio and into the real world, expanding the world of photography and forever changing humanity's relationship with this art form. How do you tell that historic story? F/Nazca Saatchi & Saatchi's answer was "recreation."
The insight
At the heart of this film is a pretty bold claim: that every iconic photo - even the ones not taken with a Leica - exists because of Leica. Some pointed out that this message is anything but humble, but I love this arrogance. It's rare to see a brand's essence stated this directly, yet this beautifully. The pride of a brand that sees itself as having shaped the history of photography. The sheer strength of saying it so plainly.
The idea
The 2-minute film recreates more than 35 famous photographs, painting a picture of the history of photography itself. Dorothea Lange's "Migrant Mother," Annie Leibovitz's photo of John Lennon and Yoko Ono, the unnamed rebel of Tiananmen Square - one after another, they're brought back to life through seamless transitions. Directed by Jones + Tino of Stink, with top-class direction, art direction and cinematography all around. The English narration states, quietly but firmly: "Even the photos not taken with a Leica were taken because of Leica."
What happened
It won the Grand Prix in the Film category at Cannes Lions 2015 - the first time in 64 years that a Brazilian agency had won a Film Grand Prix. It also took Gold in both the Film and Film Technique categories at the Clio Awards. It's also recorded as the second most-awarded work in the world according to the Gunn Report 2015. Tor Myhren, president of the Film Lions jury, praised both Grand Prix-winning works.
Afterthought
No matter how many times I watch this film, it still gives me chills. This is work that conveys a brand's "essence" with this much persuasive power. A deep understanding of photography's history, compressed with real craft into two minutes. Someone called it "a stunning tribute to every photo taken over the past 100 years" - and that's exactly right. Even as an ad, it overflows with love for photography itself as a medium. This is the kind of work I want to make too.
Awards
- Cannes Lions Grand Prix 2015
