LEICA SL
 
Challenge
Launch the entirely new “Leica SL” and dramatize it’s the first really professional
mirrorless camera system worldwide. Plus: turn Canon and Nikon Users into Leica Users.
 
Insight
Professional Photographers seek for performance and speed. Therefore they believe
there is no professional alternative to a DSLR – because there hasn’t been a more
immediate viewing experience, yet.
 
Idea
Reframe the target groups perception: mirror technology is photography with a detour,
a concept of the past! With a simple typographic trick, we dramatized the advantages of
the new and ground breaking mirrorless Leica SL – visually and content wise.
Leica SL – No Detour
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