Changing reading habits, particularly among younger readers, have been causing readership figures in the daily newspaper segment to decline. Therefore, the campaign aims to modernise and rejuvenate the traditional "F.A.Z." brand and strengthen its image as one of the world’s best quality media brands.

So far 99 distinguished figures – many famous politicians, scientists, business executives, artists, and athletes among them – have been photographed reading the F.A.Z. in a typical, often very personal setting. True to the claim “There’s always a brilliant mind behind it” with the face hidden behind the newspaper.

As a powerful sign against ignorance in the face of resurgent racism and antisemitism, the 100th motif shows Holocaust survivor Margot Friedländer (102) in the centre of the Memorial to the Murdered Jews of Europe in Berlin. Photographed by film director Wim Wenders, it was published on Holocaust Memorial Day on 27 January.

In the recent years, Germany has seen growing tensions with the rise of right-wing extremism. Its aggression often also aimed at the media, it is evident that the balanced and well-researched quality journalism of the F.A.Z. is more important and relevant than ever. For discerning readers, it opens up different perspectives and gives space to opposite opinions.

In the same iconic (and ironic) pose as in the 99 previous motifs of the campaign, the photo shows Margot Friedländer reading the F.A.Z. while her face is hidden behind the newspaper – true to the brand’s claim “There’s always a brilliant mind behind it”. In a spectacular wide shot, the 102-year-old Holocaust survivor is shown within the awe-inspiring mass of bleak concrete blocks of the Memorial to the Murdered Jews of Europe. A small human being facing massive inhumanity, a symbol for hope and tolerance against the dangers of racism and antisemitism.

From the beginning the now 100 motifs of the “brilliant mind” campaign have always striven to be more than run-of-the-mill celebrity testimonial print ads.

The campaign is strictly aimed to create talk value and it has done so successfully many times. Many of the campaign’s motifs have gained cultural relevance, have been talked about in national evening news, late-night talk shows and on social media networks.

As the 100th motif in the series, the Friedländer motif was aimed to spark public debate: with a powerful message of hope amidst the rising racism and antisemitism in German society.

As a centenarian born many decades before both the internet and social media, Friedländer maybe far from the typical influencer. Yet with her remarkable life story and experience as an educational speaker, she brings an unmatched urgency and dignity to the debate and can reach people across the ages and the political spectrum.

While the ad itself was only published in a very limited release, it was accompanied by a campaign video including interviews and behind-the-scenes coverage as well as additional press material about Margot Friedländer.

Building on her remarkable story as one of the last living Holocaust survivors, her engaging personality and her lifelong work towards mutual tolerance and understanding, the story and the campaign was talked about by many national media outlets which increased the campaign awareness immensely.

The release also coincided with the release of a biopic of Margot Friedländer on national television, frequent talk show appearances and news magazine features which helped to spread our message of hope to other media outlets around the campaign release.

With Margot Friedländer as its 100th “brilliant mind”, the motif stressed the importance of tolerance and humanism in the face of growing racism and antisemitism. Friedländer’s humanist attitude was welcomed and praised as a powerful message of hope in troubled times.

The campaign once again affirmed the relevance of the F.A.Z. for public debate, strengthening the brand perception as one of Germany’s most important media outlets.