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An-Nahar: The new National Anthem Edition

Case Study • Noor Hassanein, WARC Prize for MENA Strategy, Bronze, 2021

Arabic-language daily newspaper An-Nahar reworded the national anthem to encourage positive action and raise its profile in Lebanon.

LADA: Thank You Russia

Case Study • Jessica Handley, Jennifer Fischer, WARC Prize for MENA Strategy, Silver and Local Hero Award, 2021

Car brand, Lada, used provocative messaging around its Russian roots to grab the attention of drivers in Lebanon.

Loto Libanais: Dream Number

Case Study • Noor Hassanein, WARC Prize for MENA Strategy, Bronze, 2021

Lottery operator Loto Libanais literally changed the game to reignite engagement and increase ticket sales in Lebanon.

ABAAD Resource Centre for Gender Equality: #ShameOnWho

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

ABAAD, a resource centre for gender equality, encouraged women in Lebanon to speak out and report their sexual assault cases by conducting a social experiment and immersive play to break taboos and highlight the shame they endure.

ABAAD Resource Centre for Gender Equality: #UNDRESS522

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

ABAAD, a resource centre for gender equality, encouraged the abolishment of article 522 in Lebanon, which exonerates rapists if they are married to their victim, by launching a graphic film that shows a wedding dress does not cover the crime.

Pampers: Hope Is Born

Case Study • MMA Smarties, Gold, MENA, 2020

Pampers, a nappy brand, donated one million nappies in Lebanon and raised the country's morale with its social media campaign #HopeIsBorn.

Donner Sang Compter (DSC): Blood Unity

Case Study • Tahaab Rais, WARC Awards for Effectiveness, Grand Prix for Good, Collaboration & Culture, 2021

NGO Donner Sang Compter turned tradition on its head to encourage blood donation and save lives in Lebanon.

Donner Sang Compter (DSC): Blood Unity

Rankings • WARC Effective 100, 2021

Donner Sang Compter (DSC), an NGO promoting voluntary blood donation, leveraged an outdated tradition to raise awareness of the importance of donating blood in Lebanon.

Nestlé Fitness: Keep Going

Case Study • Tahaab Rais, Tala Arakji, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Cereal bar brand Nestlé Fitness partnered with the perfect candidate to relaunch in a declining category and build relevance with young Lebanese women.

Beit Al Baraka: The Dignity Card

Case Study • Tahaab Rais, Carl Bou Abdallah, Emile Atallah, WARC Media Awards, Silver, Effective Use of Partnerships and Sponsorships, 2020

Lebanese NGO Beit Al Baraka launched an innovative payment card to help underprivileged elderly in a way that would empower them and preserve their dignity.

Hicart.com: The million-dollar birthday gift

Case Study • May Karim, Hana Khatib, WARC Media Awards, Entrant, Best Use of Data, 2020

E-commerce platform HiCart launched a digital data-optimisation campaign to reach US$1m in sales on a single day to celebrate its one-year anniversary in Lebanon.

Donner Sang Compter (DSC): Blood Unity

Case Study • Tahaab Rais, WARC Media Awards, Gold, Effective Channel Integration, 2020

Donner Sang Compter (DSC), an NGO promoting voluntary blood donation, hijacked an outdated tradition to increase awareness of the importance of donating blood in Lebanon.

Donner Sang Compter: Blood Unity

Article • AME Awards, AME Awards, Platinum, 2020

Donner Sang Compter, a brand that links potential blood donors with patients, innovated an outdated and irrelevant sect-driven ritual in Islam and made it relevant to modern day to encourage blood donations in Lebanon.

Donner Sang Compter (DSC): Blood Unity

Case Study • Tahaab Rais, WARC Prize for MENA Strategy, Silver, 2020

Donner Sang Compter (DSC), an NGO promoting voluntary blood donation, hijacked an outdated tradition to increase awareness of the importance of donating blood in Lebanon.

Nestlé Fitness: Keep Going

Case Study • Tahaab Rais, Tala Arakji, WARC Prize for MENA Strategy, Entrant, 2020

Cereal bar brand Nestlé Fitness partnered with the perfect candidate to relaunch in a declining category and build relevance with young Lebanese women.

OMO: Post-Credit Wash

Case Study • Roy Khachan, Remie Abdo, WARC Prize for MENA Strategy, Bronze, 2020

Detergent brand OMO piggybacked on the Marvel film franchise's famous post-credits scenes to boost sales and appeal to millennials in Lebanon.

MTV (Murr Television Lebanon): The Missing

Case Study • Roy Khachan, Remie Abdo, WARC Prize for MENA Strategy, Entrant, 2020

Television station Murr Television (MTV) used its own news anchors in a live stunt to highlight the case of those who were still missing more than 40 years after the civil war in Lebanon.

Beit Al Baraka: Making this place their home

Case Study • Emile Atallah, Tahaab Rais, Carl Bou Abdallah, WARC Prize for MENA Strategy, Shortlisted, 2020

Lebanese NGO Beit Al Baraka launched an innovative payment card to help underprivileged elderly in a way that would empower them and preserve their dignity.

RDFL – The Lebanese Women Democratic Gathering: RDFL – Young Bride

Case Study • Gregory Muyesseroglu Muyesseroglu, Sally Alzaza, Maher Dahdouh, Billy Baz, WARC Awards, Shortlisted, Effective Social Strategy, 2020

Non-governmental women's protection organisation The Lebanese Democratic Women’s Gathering raised awareness of child marriage in Lebanon.

Nestlé Fitness: Keep Going

Case Study • Tahaab Rais, Tala Arakji, Inaan Budhiraja, WARC Awards, Entrant, Effective Content Strategy, 2020

Cereal brand Nestlé Fitness reversed declining sales in Lebanon with an unconventional influencer campaign.

American University of Beirut Medical Center: The Sound of Shisha

Case Study • Maxime Menant, Remie Abdo, WARC Awards, Entrant, Effective Innovation, 2020

The American University of Beirut Medical Center (AUBMC) created an immersive experiment on social media to warn people in Lebanon of the risk of contracting throat cancer from smoking shisha.

MTV (Murr Television Lebanon): The Missing

Case Study • Remie Abdo, Roy Khachan , WARC Awards, Entrant, Effective Use of Brand Purpose, 2020

Television station Murr Television used its own news anchors in a live stunt to highlight the case of those who were still missing more than 40 years after the civil war in Lebanon.

Donner Sang Compter (DSC): Blood Unity

Case Study • Tahaab Rais, WARC Awards, Silver, Effective Innovation, 2020

Donner Sang Compter (DSC), an NGO promoting voluntary blood donation, hijacked an outdated tradition to increase awareness of the importance of donating blood in Lebanon.

OMO: OMO Tag

Case Study • Remie Abdo, Heela Daudzai, WARC Awards, Silver, Effective Innovation, 2020

Laundry detergent brand OMO used online video and sampling with a difference to communicate its stain removal message to mums in Lebanon.

An-Nahar: The Blank Edition

Rankings • WARC Creative 100, 2020

An-Nahar, an Arabic language daily newspaper, launched a blank edition of its newspaper to protest Lebanese politicians who had failed to form a government for over 6 months and rally support from the public.

Global Ad Trends: Ad Investment 2021/22

Data • James McDonald, Cinzia Petio, Rob Clapp, WARC Data, July 2021

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment by market, media, format and product category this year and next. Key findings include:
2020 MENA Strategy Report: Insights from the WARC Prize for MENA Strategy

Article • WARC Exclusive, September 2020

Examining trends in marketing strategy in the Middle East and North Africa, with lessons drawn from an analysis of the entries to the 2020 WARC Prize for MENA Strategy.
Bentley: An Extraordinary Journey to the Future

Case Study • Hanna Lubin, WARC Awards, Entrant, Effective Content Strategy, 2020

Luxury automotive brand Bentley changed perceptions of a new younger audience in the UK through the use of innovative, compelling content.
Vodafone Egypt: How to make small seem big

Case Study • Jay Chiat Strategic Excellence Awards, Grand Prix, October 2013, pp. 0-0

This case study describes a campaign in Egypt by Vodafone, the mobile telecommunications company, to promote micro credit recharge cards in a way that built on local culture.
Media Owner Profile: Spotify

Data • Rob Clapp, WARC Data Points, July 2021

This Media Owner Profile of Spotify includes data on revenue and monthly active users by user type and region.
KFC: Scroll-Thru

Case Study • Damayanti Purkayastha, WARC Awards, Silver and Path-To-Purchase Award, Effective Social Strategy, 2020

KFC Arabia created an innovative drive-thru experience to boost revenue and increase take-up of its online delivery business in the Middle East.