Integrated Grand Prix I PR Grand Prix I Print & Publishing Grand Prix

IMPACT BBDO, DUBAI, UAE, ‘The Blank Edition’, An-nahar

The jury room immediately responded to this entry. We understand the power of the press to hold politicians to account and to rally citizens to share their voice. A simple execution for a powerful idea and very relevant for the times we live in. This work was very specific to Lebanon, but also addressed a universal issue. Journalism has ever been more important. We need bravery from our news reporters all over the world to uncover the truth. PR Jury President, Candace Kuss, Director of Social Media, Hill+knowlton Strategies, UK

THE IDEA

Following the first nationwide elections since 2009, Lebanon had been without a government for over five months. The lack of functioning government stalled the country and pushed the economy to the brink of collapse. An Nahar newspaper, which has a long history of standing with the Lebanese people in the face of adversity, decided that action needed to be taken to shock the growingly apathetic nation into demanding that the democratically elected government fulfill their obligations. After printing the news daily for over 85 years, An Nahar released an entirely blank 8-page newspaper, which caused a wave of interest and speculation in the country. When that speculation reached its height, the papers’ editor-in-chief called a press-conference to reveal the activation — she called on the nation to use the blank newspapers to write the future that they deserved. The activation quickly became a number one trending topic on Twitter and the country was flooded with alternative futures.