الأحد، 25 أكتوبر
An-Nahar / لبنان / 2022حملات العلاقات العامة · التصميم والتغليف

⁨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.⁩

العلامة التجارية
An-Nahar
الوكالة
IMPACT BBDO
السوق
لبنان
المنطقة
الشرق الأوسط وشمال أفريقيا
السنة
2022
⁨Newspapers Inside the Newspaper Edition⁩

التحدي

⁨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.⁩

الفكرة

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.

النتائج

  • ⁨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

مصدر دراسة الحالة: Arab News المصدر ↖

الجوائز

  • Clio Awards 2023Clio Awards / PrintGrand Clio
  • Cresta Awards 2023Brand Purposeذهبية
  • Cannes Lions 2023Print & Publishing – D01 LOCAL BRANDالجائزة الكبرى
  • Clio Awards 2023Clio Awards / Media / Otherبرونزية
  • Clio Awards 2023Clio Awards / Experience/Activation / Otherبرونزية
  • Cresta Awards 2023Print & OOH – Innovation in Print or OOHذهبية
  • Cresta Awards 2023Design – Annual Report/Brochure/Publicationذهبية
  • Dubai Lynx 2023 Grand Prix, Print & Publishing
  • D&AD 2023 Wood Pencil, Press & Outdoor: Innovation

فريق العمل

Design and production
Impact BBDO Beirut

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