Design > Communication Design

THE 100TH EDITION

SCHOLZ & FRIENDS, Berlin / FRANKFURTER ALLGEMEINE ZEITUNG / 2024

Awards:

Silver Cannes Lions
CampaignCampaignLayout(opens in a new tab)
Case Film
Supporting Content
Presentation Image

Overview

Credits

Overview

Why is this work relevant for Design?

One of Germany’s longest running, and most iconic brand campaigns chooses Holocaust survivor Margot Friedländer for the 100th motif to spark public debate with a powerful message of hope and tolerance amidst rising 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

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Founded in 1949, the Frankfurter Allgemeine Zeitung (F.A.Z.) is published daily as a printed newspaper and provides 24/7 online news via faz.net. It ranks highly among Germany’s high-profile national newspapers.

Please provide any cultural context that would help the Jury understand any cultural, national or regional nuances applicable to this work.

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.

Background

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.

Describe the creative idea

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.

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.

Describe the execution

While the ad motif appears in traditional double and single-page formats and out-of-home-media, it was accompanied by a campaign video including interviews and behind-the-scenes footage as well as additional press material.

From the beginning the now 100 motifs of the “brilliant mind” campaign have always been more than run-of-the-mill print ads. The motifs have gained cultural relevance, have been talked about in national evening news or late-night talk shows, have many times been quoted or spoofed and were collectively published in several books.

The high profile of the testimonials (who often don’t “do” any other advertising at all) combined with the irony of only showing them hidden behind the newspaper are the hallmarks of the campaign.

List the results

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.

While the ad was only published in a limited release and was accompanied by a campaign video, the story was picked up 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.

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

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