To make an exclusive mailing of Leica fans having a taste of how it would be like to assemble their own Leica. Three obligations such as low budget, appropriate size and ease of handling should be considered. Acrylic Posters with detachable pieces in the format of the camera were delivered inside a box. Following the instructions people could mount their own Leica camera prototype.

We modelled a 3D digital camera that was horizontally and vertically sliced in the computer, turning that one piece into digital pieces that could be assembled. Those pieces turned into the real ones and were fixed in an acrylic shape (the poster). The design of the cut marks of the poster was changed several times until the notches functioned perfectly in the assembly process, without using any adhesive or fixative. Prototypes were made in 5 different materials, until we reached one that had both strength and elasticity so the pieces could be assembled without the risk of breaking.

Leica is a truly niche brand in Brazil. Buying a Leica is a symbol of sophistication and photography passion. The 10 top clients of Leica Store São Paulo received it in their home addresses. Having focused communication actions like this reinforce the brand's positioning with its most faithful public and create a bond with trendsetters, important for an aspirational brand like Leica. The result was a more personal relationship between these clients and the brand.