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  • SUB CATEGORY :
    USE OF PRINT & CONVENTIONAL OUTDOOR
  • COMPANY ENTERING :
    IMPACT BBDO, DUBAI
  • TITLE :
    THE NEWSPAPERS INSIDE THE NEWSPAPER EDITION
  • BRAND :
    ANNAHAR NEWSPAPER
  • ADVERTISER :
    ANNAHAR NEWSPAPER
  • AGENCY :
    IMPACT BBDO, DUBAI
  • CHAIRMAN :
    DANI RICHA
  • MANAGING DIRECTOR :
    EMILE TABANJI
  • CHIEF CREATIVE OFFICER :
    ALI REZ
  • EXECUTIVE CREATIVE DIRECTOR :
    JOE ABOU KHALED/MARIE CLAIRE MAALOUF
  • CREATIVE DIRECTOR :
    DENNIS SILVEIRA
  • ART DIRECTOR :
    JITHESH NARAYANAN/ANTHONY ASMAR
  • COPYWRITER :
    TAREK BACHA
  • EXECUTIVE PRODUCER :
    MANASVI GOSALIA
  • AGENCY PRODUCER :
    TALLY MASSOUH
  • MEDIA AGENCY :
    ANNAHAR NEWSPAPER, BEIRUT
  • CAMPAIGN SUMMARY :
    Being a journalist in Lebanon is dangerous. For years, those that publicly criticize thegovernment, political system, or injustices, have been persecuted, imprisoned and evenassassinated.
    Dozens of newspapers that have pushed for freedom of the press have been shut downovernight. AnNahar editor-in-chief, Gebran Tueni, fought vehemently for the right to speak freely.He wrote against occupation and ruling authorities, writing that inspired a revolution, butultimately cost him his life in 2005 when he was assassinated.
    Now, almost two decades later, newspapers are struggling with even more political pressure andthreats, which have forced many to shut down forever.
    AnNahar wanted to use the legacy of these extinct publications to send a clear message – thepress will never be silenced.
  • CREATIVITY/IDEA/INSIGHT :
    In recent years, dozens of news publications have shut down after long 40, 60, or 70-yearhistories of reporting. This has mainly happened due to political pressure, threats of violence, oreconomic failure due to an incompetent government.
    AnNahar - one of the few news publications that are still up, running and fi ghting, decided torevive those defunct newspapers.
    Introducing the Newspapers-Inside-The-Newspaper Edition, a daily edition that started off asAnNahar, but with each spread, revealed a previously extinct newspaper, brought back to life.Written by the very same journalists that were once at the helm of these papers.
  • STRATEGY :
    While empowering the Lebanese people with the promise of a free press, AnNahar's mission wasto send a message to the political powers who have silenced news publications and theirjournalists in the past.
    With a 90-year history of courageous journalism in Lebanon, and a reputation of bringing aboutaction that speaks louder than words, AnNahar had a very simple strategy to defy those whothreatened the free press by shutting it down: revive those that had gone extinct.
    To champion free speech, all we had to do was continue the legacy of AnNahar’s former editor-in-chief and vehement advocate of free speech, Gebran Tueni. Inspired by his story, AnNaharwanted to give a voice back to the journalists who had been silenced.
  • EXECUTION :
    On the anniversary of AnNahar’s former editor-in-chief’s assassination – December 12th –AnNahar released a daily edition of the paper that was different than any newspaper anywherehad ever released. It didn't release just one, but seven newspapers.
    Inside the front and back cover of AnNahar’s Newspapers-Inside-The-Newspaper Edition,Lebanese readers found, to their surprise, spread after spread of front pages of papers that wereshut down previously because of political pressure.
    Written by the same journalists who ran those extinct publications and had fought for free speechuntil the very end, the Edition brought together papers from all political sides, even competitors attheir time, and featured different languages of Lebanon.
    The Edition was not only distributed on newsstands throughout Lebanon, but published onlineand on social as well where readers could access all seven news publications.
  • RESULT :
    The Newspapers-Inside-The-Newspaper Edition sold out on December 12th, and became one ofthe newspaper's highest selling editions.
    The campaign started trending on Twitter and earned more than $13 million worth of mediaimpressions, powering the fi ght against the oppression of the press.
    The words of newspapers that had gone extinct were read afresh again all across Lebanon, inopen defi ance to anyone who had tried to silence them, igniting a conversation about freedom ofthe press that snowballed into a movement. Even Members of Parliament who championfreedom of speech commented on the edition, promising a brighter future for Lebanon.
    The edition solidifi ed AnNahar newspaper as the ultimate defender of free speech, continuing alegacy more than 90 years in the making.