2015 Winners & Shortlists

The Brief

On the verge of turning 40, Assafir newspaper was facing a serious problem: while all local newspapers were perceived as necrologies given the constant regional drama, Assafir was also perceived as niche, biased and old.

Creative Execution

40 years of journalism was a key fact in drawing the right strategy for the campaign. Based on the futuristic publication idea, we invited users to suggest their own dream headlines for the editions to be published every Monday for 3 months. The direct mailer idea is based on a blank headline banner with a pencil sent out as an invitation from the newspaper to its audience. This paper and pen give every read the chance to become a journalist and express a positive message about Lebanon 40 years from now to the whole nation, on the front page.

Describe the creative solution to the brief/objective.

We seized the opportunity to reconnect with a wider and a younger audience. On March 3rd 2014, Assafir issued a first of its kind edition, dated March 3rd 2054. The articles portrayed Lebanon 40 years from now with headlines that rendered a beautiful reality we all dream of and the campaign empowered the audience to suggest their own headlines, through direct mailers.

Results

As of the first edition, readership incrementally peaked on Mondays and increased up to 20% overall with more than 3000 submissions within 3 months. Local media closely covered the campaign online and offline, propelling its impact on a nationwide scale and subtly anchoring Assafir's flagship today and 40 years ahead, the greatest anniversary gift of all.