The National: The world has borders. Our stories don't.

UAE-based daily newspaper The National crafted a tactical campaign that aimed to change attitudes at the same time as changing its URL.

Campaign details

Brand: The NationalBrand owner: The NationalAgency: FP7 McCann DubaiMarket: United Arab EmiratesIndustries: NewspapersMedia channels: Programmatic display, Search marketing, Social media

Executive summary

It's not easy getting accurate news on the Middle East. Wherever you are in the world, reporting is often distorted with biased filters. There's the religious one that Western media adopt, or the nationalistic one in local press. That means you're not entirely sure what's fact or fiction when it comes to stories about the Middle East, because authentic news is hidden behind borders: walls...

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