More than 60 teams entered the competition. Only 11 advanced to the final round. At the end of months of preparation, coaching sessions, and presentations, two LAU students stood at the top.

Tatiana Al Murr and Karen Lteif, both second-year marketing students, earned first place in the Unleash Your Creativity competition on June 4, 2026, at the Middle East Training Center, outperforming teams from more than nine universities across Lebanon in a challenge that tested innovation, strategic thinking, and marketing excellence.

Organized by Hosri Group, a Lebanese communications and marketing organization that connects university students with industry professionals through experiential learning initiatives, the annual competition tasked participants with developing a comprehensive marketing strategy and campaign for Neo by Bank Audi.

The road to the finals demanded far more than a strong idea. Participants took part in 10 coaching sessions led by marketing professionals while receiving guidance from faculty mentors, Assistant Professor of Practice Joelle Majdalani and marketing instructor Nadia Azzam, in the Department of Marketing at the Adnan Kassar School of Business (AKSOB), whose support helped them refine their campaign strategy and strengthen their final presentation.

Among the finalists, Al Murr and Lteif distinguished themselves through a combination of creativity, market insight, strategic execution, and the ability to translate classroom concepts into practical solutions.

Their campaign ultimately earned the competition’s highest honor and brought recognition to LAU.

“Winning first place feels incredibly rewarding because of the hard work and dedication that went into it,” said Al Murr. “Beyond the result, it is the lessons, friendships, and memories that made the experience truly meaningful.”

Their success reflects the kind of learning that happens when classroom concepts are tested beyond the university setting. Through the campaign development process and feedback from industry professionals, they sharpened their strategic thinking, collaboration, and problem-solving abilities while gaining firsthand insight into the demands of the marketing profession.

For Lteif, the experience carried particular significance as her first competition. “Winning first place means a lot to me,” she said. “Working on Neo by Bank Audi was challenging, but it pushed me to think creatively and apply what I learned in the classroom in a new way.”

The victory also builds on LAU’s strong track record in the competition. Last year, three LAU teams emerged among the winners after competing against more than 70 teams from eight universities across Lebanon, underscoring the university’s continued emphasis on innovation and experiential learning.

Their success has already opened the door to a new opportunity. As part of their award, Al Murr and Lteif will travel to Egypt for an internship with leading regional agencies, including TBWA\RAAD, IMPACT BBDO, MINK, and Rubicom. The experience will provide firsthand exposure to the advertising and communications industry while allowing them to work alongside experienced professionals on real projects.

With internships awaiting them in Egypt, Al Murr and Lteif now move from competition to practice, carrying forward the ideas, skills, and experience that helped set them apart.