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Camera Brand Leica's First Global Campaign in a Decade Celebrates the Power of Photography

Ads from TBWA\Paris shows how photos bear witness to the world's memorable moments

Photo of the campaign — Global print and digital campaign honors power of photography in capturing moments large and small.Leica / TBWA/Paris

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Photographs have the power to communicate layers of meaning instantaneously, and they play an important role in documenting the world around us by helping us to make sense of it all.

Pictures capture pleasure, sorrow, anger and fear —and make a record of our most fun, absurd and memorable moments.

With its first global ad campaign in a decade, 150-year-old German camera brand Leica pays homage to the power of images to “document the beauty and poetry of the world;” capture pivotal moments of history and lay bare the fragility of our human condition.

The print and online campaign by TBWA\Paris,

Sara Spary

Sara Spary is a freelance journalist based in London. She's been a reporter for eight years, covering advertising and consumer brands.

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