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. 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 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.