The Blank Edition.
With Lebanon five months without a new government, An-Nahar published a blank edition on 11 October 2018, eight empty pages in print and a homepage of empty boxes, and asked readers to write the future they wanted.
- Brand
- An-Nahar
- Agency
- IMPACT BBDO
- Market
- Lebanon
- Region
- MENA
- Year
- 2018
The challenge
Five months after Lebanon's May 2018 elections, politicians had still not formed a government, putting an $11 billion aid package at risk, AFP reported. The agency's entry describes a public grown apathetic as politicians used the press to offer a continuous stream of excuses.
The idea
An-Nahar, founded in 1933, published eight blank pages in print and white boxes without links on its homepage, headlines with no news beneath them (AFP). Editor-in-chief Nayla Tueni explained the edition at a press conference in Beirut and, according to the entry, asked people to use the blank pages to write the future they wanted. The entry says An-Nahar's digital channels and outdoor went blank too, with PR and television revealing the reason.
Results
- The number one trending topic on Twitter, coverage in more than 100 international publications and the best-selling edition in the paper's history, according to the agency's entry
- More than 500 million media impressions and over US$5 million in earned media, the entry says
Case study source: Arab News Source ↗
Awards
- Cannes Lions 2019Brand Experience & Activation LionsBronze
- Cannes Lions 2019Media LionsBronze
- Cannes Lions 2019Print & Publishing LionsGrand Prix
- Clio Awards 2019Clio Awards / Public Relations / Special Event / StuntSilver
- Clio Awards 2019Clio Awards / Public Relations / Public AffairsSilver
- Clio Awards 2019Clio Awards / PrintSilver
- Dubai Lynx 2019 Grand Prix in Print, PR and Integrated
Credits
- Media
- OMD Beirut
- Production
- Deja Vu
