Leica Store in São Paulo promoted the Leica M-Monochrom camera with an integrated advertising campaign connecting the M-Monochrom as the reincarnation of the Leica III of the past. At the heart of the campaign is “Soul” (Alma), a black and white television commercial following the life of a war photojournalist’s camera in 1955. Narrated in German, as a tribute to the German origins of Leica, the film shows the photographer and his lover from the camera’s point of view, coming to an end with the explosion of a land mine. The campaign includes posters and visual imagery on the Leica Store Facebook page at monochrom.com.br. The Soul commercial has been nominated for Yellow Pencils for film direction and cinematography at the D&AD Awards.
The Soul campaign was developed at F/Nazca Saatchi & Saatchi by creative directors Fabio Fernandes and Eduardo Lima, creatives Bruno Oppido, Thiago Carvalho and João Linneu, head of art João Linneu, RTVC Victor Alloza, account supervisors Marcello Penna and Melanie Zmetek, media planners Lica Bueno and Sergio Brotto, planners José Porto and Rafael Paes, with Leica Store Sao Paulo marketing director Luiz Marinho.
Sound was produced at Satélite Áudio by Equipe Satélite. Voiceover was by Christine Behm.