Newspapers Inside the Newspaper Edition.
On the anniversary of Gebran Tueni's assassination, An-Nahar gave six double-page spreads of its 12 December 2022 edition to Lebanese newspapers that had closed, each written for the day by its former journalists.
- Brand
- An-Nahar
- Agency
- IMPACT BBDO
- Market
- Lebanon
- Region
- MENA
- Year
- 2022
The challenge
Political pressure and economic collapse had shut dozens of Lebanese publications and pushed thousands of journalists out of the profession, Campaign Middle East reported. An-Nahar wanted to stand up for press freedom on the anniversary of the 2005 assassination of its former editor-in-chief, Gebran Tueni.
The idea
The 12 December 2022 edition opened as An-Nahar, but each spread inside brought back a defunct title, written by its former staff: Al-Anouar, The Daily Star, Al-Hayat, As-Safir, Al-Mostaqbal and Al-Bayraq. The front page explained the issue under the hashtag #جريدة_بقلب_جريدة, a newspaper inside a newspaper.
Results
- The print edition sold out and online readership broke records, An-Nahar told Arab News
- More than five times An-Nahar's usual readership, according to the entrant's case published by WARC
- US$13 million in earned media, according to the agency's entry
Case study source: Arab News Source ↗
Awards
- Clio Awards 2023Clio Awards / PrintGrand Clio
- Cresta Awards 2023Brand PurposeGold
- Cannes Lions 2023Print & Publishing – D01 LOCAL BRANDGrand Prix
- Clio Awards 2023Clio Awards / Media / OtherBronze
- Clio Awards 2023Clio Awards / Experience/Activation / OtherBronze
- Cresta Awards 2023Print & OOH – Innovation in Print or OOHGold
- Cresta Awards 2023Design – Annual Report/Brochure/PublicationGold
- Dubai Lynx 2023 Grand Prix, Print & Publishing
- D&AD 2023 Wood Pencil, Press & Outdoor: Innovation
Credits
- Design and production
- Impact BBDO Beirut
