Life Through The Lens
Leica's The World Deserves Witnesses campaign continues

Leica has always been more than just a camera manufacturer — the legendary brand has long been supporting and showcasing photographers in all different disciplines, in all different parts of the world. First launched a year ago, Leica’s “The World Deserves Witnesses” campaign now continues into its third chapter with the inclusion of three new images, celebrating the witnesses who see the beauty, grace, poetry, and more in life and capture them forever.

Legendary French-born American photographer Elliott Erwitt’s classic black and white photo introduces the new chapter of this meaningful campaign, while two other colourful and vibrant images from Jasper Doest and Donato Di Camillo convey optimism and joy. These images, together with the previously selected works from the campaign, are displayed on billboards, in printed ads and online in over 15 countries around the world.

Unrelated to this campaign, the Ernst Leitz Museum Wetzlar, supported by Leica, is also planning to present a comprehensive retrospective exhibition of German photographer Thomas Hoepker. The Leica Hall of Fame photographer was key in defining German photojournalism, working for international magazines and annuals since 1959. He also contributes as art director for many publications, and was the first German member of the renowned Magnum Photos Agency.

Considered by many to be one of the most important representatives of engaged, empathic photojournalism, Hoepker has captured many widely recognised photos including his ‘Champ’ series featuring Muhammad Ali. Another well-known Hoepker image was taken of New York on September 11 2001, and has become an important symbolic image of the 21st century. The upcoming “Thomas Hoepker – Image Maker” exhibition will showcase a broad range of pieces from his life’s work, including never seen before earlier work, images from his USA road trip in 1963, life in East Germany during mid-1970s, and photos from his recent USA road trip, taken in 2020 at 84 years of age.

The “Thomas Hoepker – Image Maker” exhibition will run from April 1 to July 21, 2022.