leica leitzphone campaign
Together with Martin et Karczinski
I was part of the core team responsible for the global launch communication of the Leica Leitzphone powered by Xiaomi.
create immediate desire, tell a human story and convince through product substance.
Visit LAUNCH site
The Leica Leitzphone had to earn its place in a market dominated by brands with far greater reach: Huawei, Apple, Samsung, while speaking to an audience that values craftsmanship and meaning over specs and noise.
Celebrate, Inspire, Educate framework was adopted for the landing page and became the framework for the entire campaign.
Celebration
Create profile through lasting images
Celebrate: › the brand's promise › the quality of products, services, experiences
Be: › iconic › symbolic › idealized › superelevated
Inspiration
Rise interest through inspiring storytelling
Tell stories about: › the benefits for the community › the performance of products and services
Be: › narrative › applied › at eye-level
Education
Convince through easy to understand information
Explain: › the substance of the company › the features of the products and services
Be: › descriptive › simplified
Defining the communication hierarchy.
Translating Leica's design language into a campaign system. Premium industrial design rooted in Leica's heritage.
Translating Leica's design language into a campaign system.
Premium industrial design rooted in Leica's heritage, translated into a unified visual language across every touchpoint.
Structuring the user experience across every touchpoint.
Translating Leica's design language into a campaign system. Premium industrial design rooted in Leica's heritage.
create immediate desire, tell a human story and convince through product substance.
Visit LAUNCH site
From sleek technical and synthetic ...
... to textured, human and analog
The landing page launched globally at MWC Barcelona alongside the Leitzphone reveal.
- The landing page launched globally at MWC Barcelona alongside the Leitzphone reveal
- Global press coverage at launch
Sold-out signal within the launch window
Featured in the Xiaomi keynote at MWC Barcelona
