An-Nahar / لبنان / 2025حملات العلاقات العامة

⁨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.⁩

العلامة التجارية: An-Nahar
الوكالة: IMPACT BBDO
السوق: لبنان
المنطقة: الشرق الأوسط وشمال أفريقيا
السنة: 2025

التحدي

⁨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.⁩

الفكرة

⁨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.⁩

النتائج

⁨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

مصدر دراسة الحالة: D&AD المصدر ↖