A Hashtag Says a Thousand Words at Lecia’s #ICONICASLEICA Photography Exhibition

For the 60th anniversary of the iconic photo of Che Guevara taken on March 5th, 1960 by Alberto Korda, Havas Paris designed a print campaign appealing to the visual memory of photo enthusiasts.

Today, social networks showcase a creative society whose most used element to promote photographs is the hashtags on Instagram. #clouds represent 107 million hits and images. In this context of image overload, how can one photograph still make a difference?

Some images though, are engraved in our minds and belong today to the heritage of the world. Many of them were captured with a Leica. A word associated with a hashtag is enough to bring these mythical pictures back to life in everyone's imagination. This is the mechanics of the new Leica campaign by Havas Paris: a photo exhibition without photos, relayed in print and in social media.

In the world of #hashtags, how do you distinguish a great photograph? The new Leica campaign from Havas Paris plays on the trend to appeal to the photo community.