For the 60th anniversary of the cult photo of Che Guevara shot by Alberto Korda, Leica wanted to remind to all the photos lovers that the most important and memorable photos in history were shot with a Leica. Far from the millions of #cuba #kiss #boxing #vietnam #whatever images that we like every day as quickly as we forget them.

A way to encourage people to buy Leica cameras, which has been offering more affordable cameras for a few years.

In March 2020, Leica decided to address the collective memory with a unique exhibition at the Leica Gallery in Paris : #NoPhoto.

Dozens of its most emblematic photos were exhibited but without showing any of them. Only black frames with a hashtag.

« Guerrillero Heroico » by Alberto Korda, « Muhammad Ali’s fist » by Thomas Hoepker, « V-J Day In Times Square » by Alfred Eisenstaedt, « Napalm Girl » by Nick Ut and many others images, so powerful that a simple hashtag is enough to make them appear before our eyes.

We have targeted the photo lovers. Those who already know Leica, but think that the brand is too expensive for them. While more and more, Leica democratizes its offer by proposing more affordable cameras.

Our objective was to remind these potential customers that when you are really interested in photography, you need equipment that matches your ambitions, like Leica cameras.

By showing the difference between an iconic image, the one that is retained, the one that is engraved in memories and all the millions of #cuba #kiss #boxing #vietnam #whatever images that we like every day as quickly as we forget them.

An impactful way of reminding that the most important and memorable photos in history were taken with a Leica. And will still be tomorrow by our new customers.

We created a real and unique exhibition at the Leica Gallery in Paris during 10 days in March 2020.

Dozens of the most emblematic Leica photos were exhibited, but without showing any of them. Only black frames with a hashtag.

« Guerrillero Heroico » by Alberto Korda, « Muhammad Ali’s fist » by Thomas Hoepker, « V-J Day In Times Square » by Alfred Eisenstaedt, « Napalm Girl » by Nick Ut and many so powerful images that a simple hashtag is enough to make them appear before our eyes.

Visitors were invited to dig in their memories and recreate all the images in their minds.

More than 700 visitors came to the exhibition.

1M impressions had been delivered on social media.

+20% website traffic.