Annie Leibovitz Goes Corporate for UBS

Iconic American photographer Annie Leibovitz has teamed up with Publicis UK (made up of Publicis, POKE and Publicis Blueprint) to transform UBS’ global re-branding campaign, the bank’s first since 2009.

Launched today, the campaign contains photo and video footage of eight entrepreneurs, who answer some of life’s key questions.

These include Leticia Herrera (above) who wants to encourage children to make a difference and artist/businessman Eric Chang (below), who discusses stepping into the unknown.

Publicis used these entrepreneurs to show what questions shape their world and to look at how they manage professional commitments around their personal lives.

Borrowing the idea that UBS’ clients are curious individuals who ask the right questions when making important life decisions, the promotional spot (below) focuses on the chronological questions that we typically ask throughout our lives, from childhood through to mature adulthood.

The interactive three-month-long campaign features many different aspects and will go on TV, print and social media as well as feature in local work produced by the 54 countries where it will be distributed.

Annie Leibovitz’s portraits will feature in business and leisure publications, while the behind-the-scenes videos will be available online.  

The photographer was selected for her ability to understand her clients and draw out their best side, a quality the bank hopes to share.

This is not the only collaboration that Leibovitz and UBS will partner up on; UBS will also sponsor her next world tour entitled Women, which will focus on females creating positive change and is due to launch in London early next year.