|Small size. Big scope| Leo Burnett for Al Balad

While I was working on finding blogs about animation, graphic design and cartoons in advertising, I asked myself where I could find some original Lebanese-made commercials that used untraditional graphic techniques, together with great music and a strong creative concept. But the problem is that I could not think of anything.

Until I found these commercials for Al-Balad Newspaper that were awarded with a Bronze Award at the Dubai Lynx 2009.

By launching the [Small size. Big scope] campaign for Al Balad, Leo Burnett Beirut has successfully created a new and original brand identity based on the size of the newspaper, being smaller than the rest of its competitors on the Lebanese market. Main selling argument? I am not sure…

The idea of a newspaper covering a wide scope of information and targeting a large majority of the population since it has no political orientation, an online and an offline format, as well as an edition in French that differs from the one in Arabic in its editorial lign, is certainly a distinctive factor. But it does not really create strong brand positioning and I am not sure it can really be considered as an argument to gain readership. The campaign has a very strong visual impact and the message “Small size. Big scope.” is quite original. But is the aim of establishing Al-Balad as the leading source of information really slick and dodgy?

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One response to “|Small size. Big scope| Leo Burnett for Al Balad

  1. I find the campaign very-well executed, and thanks Karine, for your precisions, i had been under the impression, for a moment that the main selling point was the size of the paper.
    Journalistic neutrality obviously constitutes a far more impacting argument, however, in a context where every other newspaper and TV station, without exception is rallied to (financed by, supported by…) one of our many political parties, and where information or news resembles more propaganda and constant, instinctual, puerile bashing of one another, they have, throughout the years, (collaterally), developed in their readers/watchers’ base a true loyalty to biased information. so long as the bias fits their opinions.
    Though the promise is honorable, and a definite step forward, away from our outdated practices, i can’t help but wonder what proportion of Lebanese readers would find this incentive enough to switch papers

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