| Story (original language) | The objective was to celebrate the 100 years of the first Leica Camera and generate buzz around the opening of Leica Gallery in São Paulo. The objectives were to bring people to the gallery and to mark the occasion of the centennial forever. Our strategy began with an online film, to generate buzz around the gallery’s opening. Then, after the gallery opened, we simultaneously released Soundlab, a project to recreate the sounds of some of the most important pictures ever taken with a Leica. Six photographs were chosen. Their sounds were re-imagined and recorded in 3D Binaural technology, to create the sensation of 360 degrees sound, and give listeners the feeling of being right in the photographers’ shoes at the decisive moment. In Leica Gallery São Paulo’s opening week, visitors could come into a container placed inside the gallery, put on headphones and be transported into some of the greatest photographs of all time. The tracks were also released as a vinyl collection was pressed. 100 boxed-sets of vinyl records containing the tracks were distributed to clients and to the press. The boxes also contained posters for each of the tracks. To honor Leica’s “made by hand” tradition, everything was hand-crafted. |