Leica hymns great (grey) age of photography

Iconic camera Leica (for once the adjective is justified) is celebrating its 100th birthday so it’s commissioned F/Nazca Saatchi & Saatchi in Brazil to mark the occasion with a film.

These grainy old snaps are difficult to market these days, when everything is digital and in bright colours. I went to the Henri Cartier-Bresson exhibition at the Pompidou Centre last year and at first you’re disappointed because everything seems so grey. So you have to work at it.

Which Saatchi Brazil does to some effect here.

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