MATHIAS REBMANN
Creative Director
The task was no simple one: take the iconic campaign "There is always a clever mind behind it." that has been running for the last 20 years to a new level without changing the core idea of showing famous people reading the Frankfurter Allgemeine – not showing their faces. The surrounding always tells a story about them. The solution: unusual looks, photographic techniques, numbers of readers, and interpretations of the testimonials.