The End of Vanity

Ernest Leitz II the founder of the iconic Leica camera has a story beyond the camera. Troubled by the Nazification of Germany, he decided, he would no longer be a mute spectator.

Efforts intensified after Kristallnacht— Crystal Night– in November of 1938, during which Jews were beaten and killed; their buildings, shops, and synagogues vandalized and burnt all across Germany.

Leitz created what is now known as the ‘Leica Freedom train’.

Leitz, began taking on a string of young Jewish apprentices from the town of Wetzlar where his optics factory began producing Leicas in 1925. 

He intentionally trained them so that he could transfer them to New York to work in the Leica showroom or at distributors across the US and thus rescue them from the fate that was to befall many other Jews.

Employees arriving in New York were met at the pier and taken to the Leitz Manhattan offices and showroom on 5th Avenue, where they received help finding jobs, homes, and anything else they needed to embark on their new lives.

The refugees were given a living allowance if finding work proved to be difficult. Each was also given a Leica camera, because they were easily exchangeable for cash if necessary.

The 'Leica freedom train' helped employees became product designers, repair technicians, sales people, marketers, and even writers in the photography industry, helping them flourish in their newly adopted countries.

Summing it all up, Elsie, Letiz’s daughter who was arrested and imprisoned, wrote “it was the law of humanitarianism” that had provoked her into coming to the aid of her Jewish neighbour, and she “felt no reason for regret”.

Extraordinary times require unprecedented actions.

Thousands have perished and millions are likely to get infected with Covid-19.

This Leica story is an illustration of what brands and businesses need to do right now. Repurpose themselves to solve the crisis facing the world.

The entire brands and business industrial complex is fundamentally driven by man’s vanity. Its founding premise is that mankind needs help to become better versions of themselves.

The Covid-19 crisis extinguishes all fancy identities.

We are now reduced to our helpless human self, struggling to survive.

This calls for an about turn.

This crisis calls for a reversal in corporate behaviour.

Brands and businesses need to re-think their fictions, but importantly bring in vital air to support humanity gasping to survive.

Healthcare workers, daily wage earners, the old and the infirm, the weak and the vulnerable, need help with food, medicine, transport, and medical equipment.

Businesses need to re-look at their capacities and assets and expertise and ask, what part can we play?

If not directly assisting those suffering, maybe they can aid those who are providing healthcare, or perhaps support those who are in lockdown and isolated at homes.

Everyone needs to put their shoulder to the wheel.

This contagion amongst other things is a conclusive test of mankinds' ability to help each other survive. Every little bit will make a difference.

I have decided to use my passion for storytelling to tell stories that offer ideas and stir imagination in these troubled times.

We all have an innate capacity to make a difference. The time to use it is now.