{"code":0,"data":[{"keyword":"SUB CATEGORY","content":"LONG-TERM CREATIVITY","is_link":false},{"keyword":"ENTRANT COMPANY","content":"IMPACT BBDO, DUBAI","is_link":false},{"keyword":"TITLE","content":"ACTIVE JOURNALISM","is_link":false},{"keyword":"BRAND","content":"ANNAHAR","is_link":false},{"keyword":"ADVERTISER","content":"ANNAHAR","is_link":false},{"keyword":"AGENCY","content":"IMPACT BBDO, DUBAI","is_link":false},{"keyword":"CHAIRMAN","content":"DANI RICHA","is_link":false},{"keyword":"CHIEF EXECUTIVE OFFICER","content":"EMILE TABANJI\/GHASSAN KASSABJI","is_link":false},{"keyword":"MANAGING DIRECTOR","content":"JAD RABAHI","is_link":false},{"keyword":"CHIEF CREATIVE OFFICER","content":"ALI REZ","is_link":false},{"keyword":"EXECUTIVE CREATIVE DIRECTOR","content":"JOE ABOU KHALED\/JOHANNES DE BEER","is_link":false},{"keyword":"CREATIVE DIRECTOR","content":"MARTINO CALIENDO","is_link":false},{"keyword":"CAMPAIGN SUMMARY","content":"AnNahar, one of Lebanon’s oldest newspapers, was on the brink of irrelevance five years ago. Sales were declining. Trust in the media was collapsing. And amid political paralysis, people had stopped believing in journalism altogether. But instead of giving up, AnNahar redefined itself not as a news outlet, but as an engine for change.\r<br>\r<br>The strategy was simple but radical: transform passive journalism into ACTIVE JOURNALISM. Journalism that doesn’t just report stories, but writes them into history. Over five years, the brand launched a series of high-impact campaigns tied directly to the country’s political and cultural context, using creativity not to sell, but to spark change.\r<br>\r<br>It began with a Blank Edition, protesting a dysfunctional government by printing blank pages for people to write their own headlines until a new cabinet was formed. The following year, AnNahar rewrote Lebanon’s national anthem to include women, a symbolic act that echoed through protests\r<br>and helped double female representation in government. When the 2022 elections were under threat due to a so-called lack of printing materials, AnNahar sacrificed its edition in order to donate the saved paper and ink to print ballots. In 2023, the newspaper resurrected six defunct publications in its own pages to platform journalists who had been silenced, sending a clear message to political forces shutting down the press: freedom of speech shall always live. And in 2024, when parliament refused to elect a president, AnNahar built one: an AI President trained on 90 years of its editorial archive which eventually helped catalyze the election of a real one. This was the first instance in the world of a functioning government cabinet making an AI advisor part of its routine.\r<br>\r<br>The results speak for themselves: AnNahar transformed from an outdated daily into a bold media powerhouse.\r<br>\r<br>\r<br>","is_link":false},{"keyword":"CREATIVITY\/IDEA\/INSIGHT","content":"The insight behind AnNahar’s transformation was rooted in a deep cultural truth: people no longer trusted institutions\r<br>— including the media. In Lebanon, that distrust was amplified by years of political failure, corruption, and\r<br>censorship. Journalism was no longer seen as a force for truth, but a tool of the elite.\r<br>But people still craved change. They still wanted a voice. They just didn’t believe the press could give it to them. That\r<br>was the tension. And that’s where AnNahar saw an opportunity: what if we stop pretending to speak for people —\r<br>and start giving them the platform to speak for themselves?\r<br>This shift from journalism as observation to journalism as participation was the breakthrough. It wasn’t based on\r<br>product benefits or media channels, but on restoring credibility through action.\r<br>The common thread? Behavioral change through symbolic action. AnNahar didn’t tell people what to think — it gave\r<br>them moments that made them feel, then act.\r<br>These weren’t ads asking for clicks. They were acts asking for change.","is_link":false},{"keyword":"STRATEGY","content":"AnNahar is Lebanon’s most iconic newspaper, founded over 90 years ago. Once a pillar of journalism in the Arab\r<br>world, it faced declining relevance, readership, and sales amid growing distrust in traditional media. Lebanon’s\r<br>political instability, media censorship, and public disillusionment created a hostile environment for journalism. The\r<br>region was shifting and people no longer wanted to just read the news, they wanted to be part of it.\r<br>In 2019, AnNahar made a radical decision: to stop being a passive observer and become a platform for action. This\r<br>wasn’t just a creative shift; it was a survival strategy, transforming itself into the home of ACTIVE JOURNALISM.\r<br>Each yearly campaign responded directly to the country’s most urgent political or social issues. The brand gave up\r<br>its own media space to amplify public voices, protest injustice, and protect democracy.\r<br>Through creative bravery and cultural relevance, AnNahar became more than a media brand. It became a national\r<br>force, forming governments, rewriting anthems, enabling elections, reviving silenced press, and even creating an AI\r<br>president. Today, AnNahar is no longer just a newspaper. It’s a regional media powerhouse and a symbol of\r<br>journalistic resistance, reshaped entirely by strategy and creativity.","is_link":false},{"keyword":"EXECUTION","content":"In 2019, the Blank Edition, was entirely empty to protest the absence of a functioning government. A space for people to write their own headlines, until a government was formed.\r<br>\r<br>In 2020, the New National Anthem Edition rewrote Lebanon’s anthem to include women. A powerful symbol that became the chant of the revolution and doubled female representation in government.\r<br>\r<br>In 2022, the Elections Edition responded to a national crisis by sacrificing its paper and ink to print millions of ballots, saving democracy.\r<br>\r<br>In 2023, Newspapers Inside the Newspaper campaign revived six defunct publications within AnNahar’s pages, honoring press freedom and platforming journalists silenced by political pressure.\r<br>\r<br>In 2024, the brand launched The New AI President, training an artificial head of state on 90 years of editorial archives to pressure parliament into electing a real one.\r<br>\r<br>Each act built upon the last — using creativity as a tool for long-term cultural immersion and business success.","is_link":false},{"keyword":"RESULT","content":"While AnNahar’s transformation was driven by purpose, its impact on business metrics proved that doing the right thing can also be commercially effective.\r<br>\r<br>Five years ago, the newspaper was in decline — suffering from drops in circulation, digital engagement, and public trust. Advertising revenue was shrinking, and relevance among younger readers was almost non-existent. Over the course of five years, everything changed.\r<br>\r<br>First, circulation stabilized and then grew — a rare feat for a print publication in the region. The Blank Edition and National Anthem campaigns drove physical demand for the paper for the first time in years, with issues selling out. Second, digital traffic skyrocketed. As AnNahar became a platform for national conversation, people didn’t just visit — they engaged. Articles were shared organically, and time spent on site increased as audiences reconnected with the brand’s purpose.\r<br>\r<br>Third, advertising interest returned. As the brand gained cultural capital, it regained commercial value. Brands sought to associate with AnNahar’s bravery and credibility. This resulted in a 35% increase in revenue, driven by new partnerships, digital ad growth, and premium placements in both digital and print formats. AnNahar also became the #1 media brand for creativity in the Middle East, according to the Cannes Lions Creativity\r<br>Index — a positioning that boosted visibility and helped attract international recognition, awards, and support.\r<br>\r<br>Importantly, this success was sustained — not driven by seasonal spikes or short-term promotions, but by deep strategic consistency over five years.\r<br>From near-extinction to becoming a regional powerhouse, AnNahar’s business turnaround is proof that creative bravery isn’t just good for brand image — it’s good for business.","is_link":false},{"keyword":"ENTRANT MUST CLEARLY INDICATE HOW SUSTAINED BRAND EFFECTIVENESS WAS ACHIEVED AS PART OF A LONGER TERM CAMPAIGN","content":"EVERY ACTIVATION IN THE CAMPAIGN GENERATED IMMENSE RESULTS ON ITS OWN STRENGTH, ULTIMATELY CULMINATING IN AN OVERARCHING RESULT FOR THE BRAND UPLIFT. ALL THE ACTIVATIONS WERE GENERATED THROUGH THE CONSISTENT LENS OF ACTIVE JOURNALISM.","is_link":false}],"files2":[{"name":"EF08_005.mp4","type":"mp4"},{"name":"EF08_005_DI01L.jpg","type":"jpg"}],"count":2}