Campaign photography by Annie Leibovitz for the new UBS global brand campaign, launched 1 September 2015.

Annie Leibovitz and Nobel laureates feature in £multimillion UBS rebrand from Publicis UK

World-renowned photographer Annie Leibovitz has partnered with UBS in a new ‘transformational’ brand campaign for the investment bank.
Leibovitz who is perhaps most famous for her portrait of John Lennon coiled naked next to his wife just hours before his death, is collaborating with the bank as it launches a “significant”, £multimillion rebrand.

The global campaign will span TV, digital, print and branded content collaborations and kicks off tomorrow (1 September), Marketing can reveal.

Leibovitz, who has also photographed famous portraits of Fleetwood Mac, Demi Moore and Whoopi Goldberg among a host of others, has created a series of photographs for UBS’ print ad campaign. The bank is also sponsoring her world tour, which kicks off in January across 10 markets.

Group chief marketing officer Johan Jervoe, who joined the brand in 2013 after senior stints at Intel and McDonald’s, said the photographer was a strong fit for the brand that brought an element of “surprise” to the campaign. The artistic link was, he said, a natural one, because UBS has one of the largest collections of modern art in the world.

Read more at Marketing Magazine