News > Lifestyle, 4:01

UBS hires Annie Leibovitz for new ad campaign

By Finbuzz
Lifestyle, 4:01

Though she is better-known for snapping photos of celebrities and musicians for Vanity Fair and Rolling Stone, Annie Leibovitz now works for Europe’s fifth largest bank, UBS, writes Finbuzz.

The Swiss bank commissioned the photographer for the new ad campaign “Can I truly make a difference”, where Leibovitz holds photo sessions with budding entrepreneurs who all deliver speeches on their individual impact on the world, making sure to mention UBS’s mantra, “Together, we can find an answer.”

In the 1980s, Leibovitz worked on an ad campaign for American Express which featured portraits of celebrities who were clients of the bank.

UBS has also enlisted Leibovitz for a separate project called “Women,” a photography collection that is a sequel to the portrait book she created in 2000.

The exhibition tour will debut in London in January 2016 before going to Tokyo, San Francisco, Hong Kong, Singapore, Mexico City, Istanbul, Frankfurt, New York, and Zurich. The photos will then become part of the bank’s corporate art collection, which already includes over 35,000 works.
Photo: UBS

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