To commemorate the 100th anniversary of its classic camera, the Leica store in Sao Paulo, Brazil commissioned this wonderful puzzle that would be given to important clients throughout the year. The non-functional camera, designed by ad agency Saatchi & Saatchi in Brazil, would be distributed as a full-sized poster with pre-cut parts that could be popped out and assembled into the faux Leica you see above.


Sadly the clever promotion ended up being too expensive to go through with, but somehow Marcelo Ribeiro managed to get his hands on one, and created a video showing the fun assembly process. Putting it together is obviously no where near as difficult as assembling an actual Leica, but it still looks like it would have been a pretty sweet giveaway—especially given how much a real Leica costs. [Marcelo Ribeiro via ISO 1200]