Leica is an iconic camera that has been used by famous photographers that were always on the spot at memorable and historic moments. Photographers who had an eye for the visual impact of the scene. The copy in the campaign makes us think about the iconic photos of Che Guevara, boxer Muhammad Ali and the kissing scene from the V-J Day celebration in Times Square. However, the image we show has nothing to do with it. This is all to show that Leica SOFORT, the first instant camera from Leica, is as iconic as any other Leica and it can and should be used for fun in mundane situations.