The New National Anthem Edition.
Two weeks into Lebanon's 2019 protests, An-Nahar printed the national anthem with one line rewritten to call Lebanon the birthplace of women as well as men, and gave the day's edition to women.
- العلامة التجارية
- An-Nahar
- الوكالة
- IMPACT BBDO / Impact BBDO Beirut
- السوق
- لبنان
- المنطقة
- الشرق الأوسط وشمال أفريقيا
- السنة
- 2019

التحدي
Women were at the front of Lebanon's October 2019 protests but held few seats in government, and the national anthem described the country as a birthplace of men only. The agency's entry says An-Nahar wanted women to lead the movement.
الفكرة
On Thursday 31 October 2019, the 15th day of the protests, An-Nahar printed the anthem on its front page with the line "منبت للرجال" (birthplace of men) changed to "منبت للنساء والرجال" (birthplace of women and men), and dedicated the whole edition to women, renaming its masthead نهارِك ("your day", addressed to a woman). According to the agency's entries, the singer Carole Samaha sang the new version in the protests' main square, it was broadcast on TV and radio, and it hung as a giant banner on An-Nahar's building in Martyrs' Square.
النتائج
- The number one trending topic on Twitter, 745 million impressions, US$150 million in earned media and An-Nahar's best-selling edition ever, according to the agency's Dubai Lynx entry
- Lebanon's next cabinet, formed in January 2020, had a record six women ministers, including Zeina Akar, the first woman defence minister in the Arab world (Arab News); the agency's entry links the change to the campaign
مصدر دراسة الحالة: LBCI المصدر ↖
الجوائز
- Clio Awards 2020Clio Awards / Printبرونزية
- Cresta Awards 2020Brand Purpose – Brand Activismذهبية
- Cresta Awards 2020Print, OOH – Print adذهبية
- Cresta Awards 2020Brand Purposeذهبية
- Dubai Lynx 2021 Grand Prix in Direct, Glass, Print and Radio
- Dubai Lynx 2022 Grand Prix, Creative Effectiveness
- Cannes Lions 2020 Gold, Brand Experience & Activation; Silver, Sustainable Development Goals; Bronze, Print & Publishing
فريق العمل
- الإنتاج
- Boomtown Productions
- الموسيقى
- Jean-Marie Riachi (JMR Music Studio)
- الغناء
- Carole Samaha


