An Nahar - "The New President" by ANDY Awards 2025
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An Nahar - "The New President"
- Brand: An Nahar
- Country: United Arab Emirates
- Advertiser: An-Nahar
| Title | The New President |
| Agency | Impact BBDO |
| Campaign | The New President |
| Advertiser | An-Nahar |
| Brand | An Nahar |
| Date of First Broadcast/Publication | 2024 / 4 |
| Business Sector | Newspapers, Magazines, Books |
| Story | Lebanon had not had a president for two years. No fewer than 13 parliamentary sessions to elect a leader have failed, paralyzing the country, as it continues to free fall towards a failed state status. The country needed a rational figurehead that learned from the past, and did not repeat the same mistakes over and over. For nearly a century, AnNahar Newspaper has consistently pressured politicians and governments for change and reform, and in a move to increase its readership, wanted to prove to the country that it stands for unbiased, balanced journalism with the purpose of serving Lebanon’s best interest. So AnNahar created a groundbreaking initiative: an AI President for Lebanon. This first-of-its-kind generative AI system was designed to address Lebanon’s severe political and economic crises by enhancing decision-making. Trained on 90 years of AnNahar’s historical data, the AI President dynamically integrates current events and historical lessons to generate potential solutions for Lebanon’s challenges. Every AnNahar issue over the past 90 years was converted into text through Optical Character Recognition (OCR), and transformed into data embeddings for analysis. Government officials began using the AI President in cabinet sessions, leading to better-informed directives and policies. AnNahar experienced its highest readership in history, with over 100,000 responses generated by the AI President. The physical edition of AnNahar sold out in a few hours, website visits increased by 31%, and subscriptions grew by 28%. The initiative garnered over $25 million in earned media, becoming a trending topic on social platforms like X. |
| Media Type | Case Study |
| Length | |
| Market | Lebanon |
| AI Description | The ad presents a narrative around the political vacuum in Lebanon, highlighting the struggles of electing a president after multiple failed attempts. Against the backdrop of captivating news footage, including crowded streets and anxious citizens, the narrative introduces a revolutionary AI President developed by An Nahar and powered by historical data. News rooms and political meetings are depicted, showcasing journalists and government officials engaging with this new AI-driven solution. The initiative aims to address Lebanon’s crises with unbiased, data-driven decision-making. The ad transitions to scenes of citizens interacting with the digital platform, prompting increased engagement. It highlights the significant impact, such as increased readership and subscriptions for An Nahar, symbolizing hope and empowerment. Quotes from international media acknowledge the initiative's influence. Overall, the ad aligns with modern, digital aesthetics, presenting a forward-thinking, inclusive, and highly innovative message. |
| Chief Creative Officer | Ali Rez |
| Executive Creative Director | Johannes De Beers |
| Executive Creative Director | Joe Abou-Khaled |
| Creative Director | Anthony Asmar |
| Creative Director | Martino Caliendo |
| Head of Strategy | Sebastian Roland |
| Art Director | Jithesh Narayanan |
| Agency Producer | Tally Massouh |
| Animator / Editor | Shoaib Ahmed |
| Digital Agency | Addition New York |
| Copywriter | Ghalia Alwani |
| Copywriter | Neamtallah Alam |
| Copywriter | Maya Khorchid |