Active Journalism.
An-Nahar's long-running strategy of making news rather than only reporting it, edition by edition, from the Blank Edition in 2018 to an AI president and a unified history of Lebanon told through its own headlines.
- Brand
- An-Nahar
- Agency
- IMPACT BBDO
- Market
- Lebanon
- Region
- MENA
- Year
- 2025
The challenge
For 85 years An-Nahar had been widely read in Lebanon, but over time the brand began to fade and lose its sense of purpose, which led to declining sales, the agency's entry says.
The idea
Under what it calls Active Journalism, An-Nahar turned single editions into acts that make the news. The award entries bundle the Blank Edition (2018); The New National Anthem (2019), which rewrote the anthem to include women; the Elections Edition (2022); Newspapers Inside the Newspaper (2022); and The New President (2024), an AI president trained on 90 years of An-Nahar's archive. Later versions of the entry, such as D&AD's in 2026, cover 2022 to 2025 and add the Untaught History Edition.
Results
- Revenue up 35%, according to the agency's entry, which gives no period or baseline
- More than 2.2 billion earned impressions, according to the entry
Case study source: D&AD Source ↗
Awards
- Cresta Awards 2026Long Term CreativityGold
- Dandad 2026Sustained Impact / Local SolutionWhite Pencil
- Cresta Awards 2025Long Term CreativityGrand Prix
- Cannes Lions 2025Creative Strategy – F01 LONG-TERM BRAND PLATFORMSilver
- MENA Effie Awards 2025 Gold, Sustained Success: Services
Credits
- Production
- Impact BBDO Beirut
- Contributing agency
- Addition
