One of Germany’s longest running, and most iconic brand campaigns chooses Holocaust survivor Margot Friedländer for the 100th motif for a powerful message of hope and tolerance amidst rising right-wing extremism, racism, and antisemitism. Her face hidden behind the newspaper – true to the brand’s claim “There’s always a brilliant mind behind it” – Friedländer is shown within the awe-inspiring mass of bleak concrete blocks of the Memorial to the Murdered Jews of Europe. Germany’s holocaust memorial in the heart of Berlin was designed by architect Peter Eisenman. The breath-taking yet somber image was taken by German filmmaker Wim Wenders.

The F.A.Z. is one of the most respected daily newspapers in the world. Day after day, it offers first-class journalism for readers with the highest standards. It illuminates the news situation from different perspectives, categorises it in a wider context and provides controversial commentary.

Since its foundation, the F.A.Z. has advertised with the greatest asset it has: its readers. Over 25 years ago, the existing signet of the clever head and the claim "There's always a brilliant mind behind it", which have existed since the 1950s, were revitalised.

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, categorises events in the wider context and gives space to opposite opinions.

With Margot Friedländer as its 100th “brilliant mind”, the campaign stressed the importance of tolerance and humanism in the face of growing racism and antisemitism and was welcomed as a powerful message of hope in troubled times. Friedländer also spread her message as a frequent guest in other media outlets around the campaign release.

From its founding declaration – published in the first issue on Nov 1st, 1949 – onwards, “The newspaper for Germany” is committed to free speech, the peaceful exchange of opinions and the strengthening of democracy. Its balanced, non-biased journalism aims to include different perspectives across the political spectrum. Over decades, the F.A.Z. has encouraged the public debate in Germany on political, social, cultural, and economic issues, fully committed to the role of the free press in a modern democracy. The 100th edition of the “brilliant minds” series passionately embodies the F.A.Z.’s mission with its call for tolerance and democracy, against racism and antisemitism.