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Frankfurter Allgemeine Zeitung More campaigns

„ There’s always a clever mind behind it “

Claim

Since 1995, Scholz & Friends has developed a popular and contemporary advertising campaign that has photographed 75 well-known personalities behind an open FAZ newspaper.

Gallery

Print Campaign

Task

  • Ensure FAZ remains one of Germany's most circulated newspapers by developing a strong and easily recognisable campaign that can be sustained over an extended period.

 

  • Provide solutions to the declining number of readers and heavy competition from the internet by revitalising print media as the most learned source for current affairs and news.

 

  • Update the tradtitional FAZ brand and reassert its image as one of Germany's leading newspapers with an international reputation.

Idea

  • FAZ is a newspaper for clever minds.

 

  • FAZ stands for more than other news outlets.

Success

  • The campaign has won more accolades - both for creativity and overall effectiveness - than any other German campaign, receiving awards from ADC Germany/Europe/New York, Cannes, New York Festivals, Effie, Clio, LIAA, INMA.

 

  • Ongoing media coverage of the campaign as more photographs are published.

 

  • As one of the most quoted campaigns, the claim that "There is always a clever mind behind it" has become an adage of almost national recognition.