Dahinter steckt immer ein kluger Kopf. (Always a clever mind behind it.)
Celebrities from all walks of life have been photographed for the F.A.Z. – always behind the open newspaper.
Since 1995 the F.A.Z. photo series has been referencing social issues and current events and has long been considered a classic. This most highly decorated German advertising campaign received the award for Anzeigenmotiv des Jahres (Advertising Motif of the Year) at the 2009 Lead Awards for the image with literary critic Marcel Reich-Ranicki. All in all, over 75 celebrities from all walks of life have been photographed for the F.A.Z. – always behind the open newspaper.
The Frankfurter Allgemeine Zeitung is one of the leading daily and business newspapers in Germany.
Changed reading habits, particularly among younger readers, and online competition have led to declining readership figures in the daily-newspapers segment.
The task was to update the traditional F.A.Z. brand and boost its image as one of the best-quality newspapers in the world.