Leica is a German optics company best known for it's legendary cameras. They also make some of the most expensive binoculars and rifle scopes in the world. These two campaigns have a similar look but changed slightly, by request, when a new marketing manager was hired.

Leica had a problem it wasn't aware of. The advertising always spoke from the perspective of a Leica engineer. So proud of ground glass down to a thousandth of a millimeter. A dull point to a hunter who wants to take down an elk. These are told from the perspective of the hunter. What matters to them.