VML's Scholz & Friends: Frankfurter Allgemeine Zeitung's "The 100th Edition"

Frankfurter Allgemeine Zeitung (F.A.Z.), a renowned newspaper in Germany, has long been known for its “Brilliant Minds” photo series – featuring influential public figures including Oscar winners, Nobel laureates, German politicians and cultural icons. Each photo in the series features the subject's face obscured by the newspaper itself, a trademark visual synonymous with the popular German publication.

With the 100th edition of the series fast approaching, F.A.Z. and VML’s agency Scholz & Friends created an edition unlike any other. Recognising the newspaper's legacy of providing enduring imagery and conversation, they chose to commemorate the special edition by confronting the rising tide of hate and antisemitism head-on.

The 100th edition featured 102-year-old Holocaust survivor Margot Friedländer reading Frankfurter Allgemeine at the Holocaust Memorial in Berlin. This poignant image, published on January 27, 2024, the anniversary of the liberation of Auschwitz, served as a powerful reminder of the importance of remembrance.

"The 100th Edition" went beyond a simple anniversary celebration. F.A.Z. and Scholz & Friends reminded the world that history isn’t to be forgotten – and that print remains a powerful medium in a digital world.