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

Daily news site, The National, elevated a simple brief to communicate a URL change into a powerful cultural statement on regional news media in the Middle East.

Campaign details

Brand: The NationalBrand owner: The NationalEntrant company: FP7 McCann DubaiIdea creation: FP7 McCann, DubaiMarket: Middle East & AfricaSector: NewspapersMedia channels: Online video, Programmatic display, Search marketing, Social media, Websites & micrositesBudget: Up to 500k

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...

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