For over a quarter-century, the Frankfurter Allgemeine Zeitung newspaper has been featuring influential figures in its photography. This year’s campaign "The 100th Edition" from Scholz & Friends, a VML company, spotlighted Holocaust survivor Margot Friedländer participating in the fight against German extremism.
The 100th Edition
A powerful campaign to raise awareness of the rise of right-wing extremism in Germany
Client
- Frankfurter Allgemeine Zeitung
We found a very special “Brilliant Mind” for Frankfurter Allgemeine Zeitung’s 100th Edition.
It’s easier to respect people instead of hating them.
Margot Friedländer
One of Germany’s last living survivors of the Holocaust
Changing reading habits, particularly among younger demographics, have been causing readership figures in the daily newspaper segment to decline. "The 100th Edition" campaign aims to inspire and rejuvenate the prestigious Frankfurter Allgemeine Zeitung newspaper and strengthen its image as one of the world’s top media brands.
For decades, Frankfurter Allgemeine Zeitung has become famous for its “Brilliant Minds” campaign featuring cultural icons with their faces hidden by the newspaper and only their surroundings to reveal their identities. For 99 of those editions, “Brilliant Minds” has featured Oscar winners, Nobel Laureates, sports legends, German chancellors and many others. But with right-wing extremism on the rise in Germany, we wanted to find a very special brilliant mind for its 100th edition.
We asked Margot Friedländer, one of Germany’s last living survivors of the Holocaust who lost her entire family at Auschwitz, to be the face of the 100th edition of the "Brilliant Minds" campaign. At 102 years old, she still had love in her heart – and words of wisdom for the entire country.
The photos of Margot Friedländer were photographed at the Holocaust Memorial in Berlin by German filmmaker and playwright Wim Wenders. The ad appeared on January 27, 2024 – the anniversary of the liberation of Auschwitz.
This powerful campaign is a reminder to stay alert, keep informed, and resist antisemitism and hate in any way.
Much discussed on the national evening news, late night talk shows and on social media, "The 100th Edition" stresses the importance of tolerance and humanism in the face of growing racism and antisemitism. Margot Friedländer’s humanist attitude was welcomed and praised as a powerful message of hope in troubled times and strengthened the brand perception of one of Germany’s most important media outlets.
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Awards
London International Awards
2024
Gold, 4 Silver, 3 Bronze
2024 Cannes Lions
Industry Craft
Grand Prix
2024 Cannes Lions
Design
Silver Lion
2024 Cannes Lions
Industry Craft
Silver Lion
2024 Cannes Lions
Print & Publishing
Bronze Lion
Gerety Awards
2024
2 Grand Prix & 1 Gold
2024 New York Festivals
Print: Craft, Photography
Grand Prix, 3 Gold, 1 Bronze
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