Leica is an iconic brand known for its quality, refinement, and world-class design. While many see it as a camera for professional photographers because of its price, it’s a camera for anyone who loves photography. The Leica Sofort is an example of an affordable camera that still has that expensive Leica quality to it. With less than $2,000, Leica Store Gallery Boston promoted a series of posters showcasing how fun and quick the Leica Sofort is. Dozens of posters were printed, hung on store walls and given away to Leica buyers.

To promote Leica Sofort in-store, we created a series of posters featuring stick figures posing as iconic and memorable Leica photographs. These stick figures are easy to recognize and fun to look at because of their simplicity. It's fun, it’s a Leica, and you don’t need to be a professional to know how to use it.

Leica is well known for its craft. This makes a lot of sense with their line of cameras. All products are made while thinking about craft. Everything but one product: The Leica Sofort. For the first time ever, Leica launched an instant camera. Inspired by the product, the Sofort Instant Leica Posters are the opposite of what the traditional Leica poster looks like. With basically no elements but the essentials, the quick draw represents emblematic photographs but with a quick take on it. They were made in the fastest possible way. The empty space works as a frame to the simple centralized draw, as does the copy and the product.

Leica is a world-class brand, and so well known that non-professional photographers also know the brand. We all know how timeless the “man jumping over puddle” or “little boy carrying two bottles of wine” from Cartier-Bresson is. Even if you don’t know the name of the photographer, there’s a good chance you know his famous photographs. That’s the power of photography the legacy Leica brands carry, and why people love to take pictures. Our Leica Sofort campaign increased sales by 20%, and by the amount of people asking for the posters, we could say we Leica stayed 100% in their share of mind.