After deliberations, the jury prize for the Tilila Trophy 2024 went to the national airline Royal air Maroc (RAM), for its campaign produced by the Mosaïk agency. The prize of honor went to Marjane and the Shem’s agency, while the Coup de cœur was awarded to CIH and the RAPP agency. New this year, the digital prize which rewards inclusive and creative digital campaigns was awarded to Shell and the agency The Next Click. Furthermore, Yassine El Fataoui won the Tililab Trophy, for her “innovative spot, highlighting the inclusion of people with disabilities”.
Placed under the theme “Parity, Diversity, Inclusion: PUB sets an example!”, the awards ceremony for this sixth edition was held on October 10 at the Studio des Arts Vivants in Casablanca, in the presence of representatives of media, the communication sector, advertisers, figures of art and culture. A 2M initiative supported by the Parity and Diversity Committee to fight against stereotypes in advertising, this year’s Tilila Trophy is part of the inclusion of disabilities, to “raise awareness among advertisers and agencies and encourage better representation of all components of Moroccan society in advertising,” underlines a press release.
President of the Committee, Khadija Boujanoui also underlined that “the quality of the applications and their significant number indicate a real awareness” of a “necessary integration of the values of inclusion of disability in their campaigns”. “It is about highlighting the singularities of all Moroccans in an egalitarian and inclusive framework,” she added.
In this spirit, the opening of the awards ceremony highlighted “the inspiring journey of the Moroccan Paralympic team whose members were invited on stage for a tribute, armed with their medals, the flag as well as the Olympic flame. A film retracing their exemplary journey during the 2024 Paris Olympics was screened. Another highlight of this event, a tribute was paid to documentary filmmakers Ghita El Quessar and Hind Bensari, “in recognition of their work and achievements for the benefit of the fight against discrimination and social injustice”.
A posthumous tribute was paid to Lahcen Zinoun, star dancer, choreographer, painter, sculptor, filmmaker and director, through a choreography. “An emblematic figure of dance in Morocco who was a fervent defender of women’s rights and was involved during his career in several social causes,” recall the organizers.
