AnNahar - Newspapers Inside The Newspaper
AnNahar approached Impact BBDO, Beirut and Dubai, because they wanted to make a bold stand against the severe silencing of the press in Lebanon. The client needed a powerful way to provide a platform for previously shut down newspapers and their journalists to speak out against political persecution, reaffirming AnNahar's commitment to media freedom and empowering a fearful public.
Creative Idea
AnNahar embedded previously shut down newspapers into its current publication.
AnNahar newspaper created a unique edition where they physically embedded previously shut down newspapers inside their current newspaper. This innovative approach allowed silenced journalists to continue their work and speak out against political persecution by reviving extinct newspapers within the pages of a live publication.
Creative Strategy Deconstructed
Company
AnNahar is Lebanon's leading daily with a legacy of resilience and the physical infrastructure to distribute news. It leveraged its status as a surviving pillar of free speech to provide a legal and physical sanctuary for silenced journalists.
Category
Traditional media outlets often resort to self-censorship or safe reporting to avoid state persecution. The category typically focuses on reporting current events rather than actively resurrecting the voices of extinct, suppressed competitors.
Customer
The Lebanese public felt a deep sense of mourning for the loss of diverse political discourse and the systematic silencing of brave journalists. They desired a return to the pluralistic media landscape that once held power to account.
Culture
The campaign tapped into a climate of intense political repression and the 'death' of Lebanese democracy. In an era of digital censorship, the physical resurrection of print newspapers became a powerful symbol of unkillable truth.
Company
AnNahar is Lebanon's leading daily with a legacy of resilience and the physical infrastructure to distribute news. It leveraged its status as a surviving pillar of free speech to provide a legal and physical sanctuary for silenced journalists.
Category
Traditional media outlets often resort to self-censorship or safe reporting to avoid state persecution. The category typically focuses on reporting current events rather than actively resurrecting the voices of extinct, suppressed competitors.
Strategy:
Use AnNahar’s platform to resurrect silenced voices, turning a single newspaper into a defiant sanctuary for suppressed journalism.
Customer
The Lebanese public felt a deep sense of mourning for the loss of diverse political discourse and the systematic silencing of brave journalists. They desired a return to the pluralistic media landscape that once held power to account.
Culture
The campaign tapped into a climate of intense political repression and the 'death' of Lebanese democracy. In an era of digital censorship, the physical resurrection of print newspapers became a powerful symbol of unkillable truth.
Strategy:
Use AnNahar’s platform to resurrect silenced voices, turning a single newspaper into a defiant sanctuary for suppressed journalism.
Strategy Technique
Turn Brand Values Into Action
AnNahar transformed its commitment to media freedom from a statement into a tangible, impactful action. By providing a platform for silenced journalists, the brand proved its core values through a bold, public stand.
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Creative Technique
Turn Message into Product
The campaign's message of empowering silenced journalists was physically manifested. AnNahar transformed its newspaper into a tangible platform, literally embedding the voices of previously shut-down publications.
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