Print Campaign

There is always a clever mind behind it.

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Changes in reading habits, especially of younger readers, and the competition from the Internet have led to a decreasing readership in the segment of daily newspapers. The objective of this campaign was to modernise and rejuvenate the traditional brand Frankfurter Allgemeine Zeitung (F.A.Z.), and thus to strengthen the image of the newspaper. Since its founding, the F.A.Z. has been promoting itself with its readers: to date, more than 80 important personalities from politics, economy, culture and sports have been photographed in their characteristic environments reading the F.A.Z, fitting the claim “There’s always a clever mind behind it”.

Credits
  • Client:
    Frankfurter Allgemeine Zeitung, Frankfurt / Main
  • Chief Executive Officer:
    Thomas Lindner
  • General Manager Advertising Markets / Media Solutions:
    Ingo Müller
  • Head of Public Relations:
    Franziska Kipper
  • Design:
    Scholz & Friends
  • Chief Creative Officer:
    Matthias Spaetgens, Robert Krause
  • Creative Direction:
    Philipp Weber
  • Art Direction:
    Wulf Rechtacek
  • Text:
    Felix John, Kim Rohrer
  • Account Management:
    Stefan Wegner, Marie Toya Gaillard
  • Photography:
    Hans Starck, Hamburg
  • Photography:
    Kai-Uwe Gundlach, Hamburg