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Paper puzzle against forgetfulness
New image in Scholz & Friends’ “Clever Minds” campaign/Marianne Birthler, Federal Commissioner for the Stasi Archives, takes a seat behind a shredded F.A.Z.
Scholz & Friends Berlin
1/13/2010
,
Berlin
-
Some put them through paper shredders or tore them up by hand and others pieced them back together laboriously – today the Stasi documents are an indispensable record of the GDR dictatorship. For Frankfurter Allgemeine Zeitung’s “Clever Minds” campaign, the Federal Commissioner for the Records of the Ministry for State Security of the former GDR, Marianne Birthler, posed behind a shredded and reassembled F.A.Z. The ad image by Scholz & Friends can be seen from 14 January 2010 onwards in the F.A.Z. and F.A.S. as well as in other newspapers and magazines.
The current campaign image was created to commemorate the occupation of the Stasi offices 20 years ago. “With this courageous move, the people prevented large parts of the Stasi documents from being destroyed. These files are important records of the injustice that was visited on many people in the GDR. It is vital not to allow this aspect of GDR history to be forgotten”, Marianne Birthler stated during the photo shoot.
Along with her staff, the guardian of the Stasi files has been fighting against forgetfulness for close to ten years. Countless sacks full of paper scraps have been turned back into legible documents in sometimes laborious processes. Over 1.7 million people have already filed petitions for access to the files. “This means that 1.7 million people have taken a stand against forgetfulness and silence at some point”, says Birthler.
On 15 January 1990, demonstrators stormed the headquarters of the GDR Ministry for State Security in Berlin’s Normannenstrasse. The crowd prevented personnel at the Stasi headquarters from continuing the destruction of the documents they had already begun. This saved a large part of the Stasi files – and gives insight today into the GDR’s past.
Since 1995, Scholz & Friends references current social topics for the F.A.Z. with the slogan “Dahinter steckt immer ein kluger Kopf” (“There’s always a clever mind behind it”). The campaign, which has received an Effie and numerous creative awards, most recently won the award for “Anzeigenmotiv des Jahres” (“advertising image of the year”) at the 2009 Lead Awards for the ad with literary critic Marcel Reich-Ranicki. So far, over 70 notable figures from all parts of society have been photographed for the high-profile paper – always behind an open newspaper.
Client: Frankfurter Allgemeine Zeitung
Managing Directors: Tobias Trevisan, Dr. Roland Gerschermann
Contact Corporate Communications: Josef Krieg
Agency: Scholz & Friends Berlin
Executive Board Member Scholz & Friends Group: Martin Pross
Managing Director: Matthias Spaetgens
Consulting: Benjamin Baader, Marie Toya Gaillard, Linda Zakusek
Creative Directors: Mathias Rebmann, Florian Schwalme, David Fischer
Photographer: Hans Starck
Press contact
Markus Mayr
tel +49 (0) 40/3 76 81-115
mobile +49 (0)1 51/16 16-51 52
fax +49 (0) 40/3 76 81-320
pr@s-f.com
http://www.s-f.com
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