Creativity, emotion and audacity. This is what marked the awards ceremony for the 6th edition of the Tilila Trophy. Placed under the theme “ Parity, Diversity, Inclusion: PUB sets an example! », this 6th edition was held on October 10, 2024 at Studio of Living Arts of Casablanca in the presence of representatives of the media and the communications sector, advertisers as well as major figures of art and culture. An edition marked by the inclusion of handicap which aims to raise awareness among advertisers and agencies and to encourage better representation of all components of Moroccan society in advertising.
“As a citizen channel, 2M must improve the representativeness of the Moroccan society in all its components, in the media and advertising. By integrating the cause of disability into the 6th edition of the Tilila Trophywe are strengthening our commitment to a more inclusive and egalitarian society, a commitment consolidated in 2020 through the publication of our Disability Charter. We are, moreover, proud of the enthusiasm and commitment of advertisers and publicists for this edition which reinforces us in our approach,” declares Salim CheikhDG of 2M.
Tilila Trophy: And the winners of this 6th edition are…
After Jury deliberationsit’s the company Royal Air Morocco which won the Jury Prize thanks to its innovative campaign carried out by Mosaic agency. The Honorary Prize was for its part awarded to Marjane and to l’Agence Shem’swhile the Favorite Prize was assigned to CIH & to l’Agence RAPP.
New this year, the Prix Tilila Digital was created to reward digital campaigns the most inclusive and creative. This first distinction was awarded to Shell and to l’Agence The Next Click.
” The 6th edition of the Tilila Trophy kept all its promises. The quality of the applications and their significant number indicate a real awareness on the part of advertisers of the necessary integration of disability inclusion values into their campaigns. It is about highlighting the singularities of all Moroccans in an egalitarian and inclusive framework. An objective that we are committed to achieving through several initiatives and actions, like the Tilila Trophy which is constantly reinventing itself,” underlines Khadija BoujanouiPresident of Parity and Diversity Committee.
The awards ceremony was also marked by the recognition of young content creators through the award of the Tililab Trophy. The winner of this edition is Yassine El Fataoui who produced an innovative spot, highlighting the inclusion of people with disabilities.
This creative competition aims to raise awareness and train the new generation in the values of equality-diversity-inclusion. Note that the 2024 edition saw the participation of 6 candidates whose mission was to create video spots under the theme: “ Disability, social inclusion and artificial intelligence ».
Vibrant tribute to Paralympic champions and exceptional courses
In line with this year’s theme linked to disability inclusionthe 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 and the Olympic flame. An emotional film retracing their atypical journey during the Paris Paralympic Games was screened followed by a standing ovation.
Like every edition, the Tilila Trophy pays tribute to personalities who have left their mark on the audiovisual landscape through their commitment to a more egalitarian and more inclusive society. This year, it’s the documentary filmmakers Ghita El Quessar a Hind Bensari which were dedicated in recognition of their work and achievements for the benefit of the fight against discrimination and social injustice.
A posthumous tribute, through a moving choreography, was also paid to Lahcen Zinounstar dancer, choreographer, painter, sculptor, filmmaker and director. 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.
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