In 1995, the German newspaper Frankfurter Allgemeine Zeitung launched a legendary campaign. Its slogan – there is always a clever mind behind it – emerged in the 1960s and had already earned a place in advertising history. Conceived by Scholz & Friends, the series has flourished for over two decades by featuring prominent figures from politics, the media, economics, art, and sport – all hidden behind a newspaper. The series has been justifiably recognized by German magazine Der Spiegel as “the campaign of the century”. Now, for the first time, we are proud to present a selection