Sees The Details Others Don't

School: S.I. Newhouse School of Public Communications


Most camera advertising is about happy moments, but with its photojournalistic ties, Leica has always been about the real and gritty.

With exceptional sensor quality and resolution, the Leica M10 Monochrom camera captures one of the most important everyday details we overlook: Homelessness.

We bring awareness to the public by having them experience this through outdoor lenticular posters. From the front, pedestrians will not be able to make out the homeless man clearly. When they first walk past, they see an empty wall, representing the lens most tend to view homelessness with, in which they are often ignored. When walking from the other direction, they will be able to see the homeless man in the lenticular, with Leica's message.

This student campaign titled 'Sees The Details Others Don't' was published in United States in July, 2022. It was created for the brand: Leica, by ad school: S.I. Newhouse School of Public Communications. This Ambient, Experiential, and OOH Outdoor media campaign is related to the Electronics, Technology and Public Interest industries and contains 3 media assets. It was submitted almost 2 years ago by Lynn Seah.


Advertising Agency (School): The Newhouse School, Syracuse University
Art Director: Lynn Seah
Instructors: Mel White, Rich Levy


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