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Tilila Trophy returns to reward “the ad rebelling against clichés!”

Written by FDM

Promoted by the Parity and Diversity Committee of 2M, the Tilila Trophy, which promotes the image of women in advertising, signs its second edition under the slogan “Advertising rebels against clichés!”. This year, three prizes will be awarded and an exceptional jury is expected including the writer Leila Slimani, or the women’s rights activist and former president of the HACA Amina Lemrini.

After the success of the first edition, the Tilila Trophy, which is promoting the image of women in advertising, returns with a lot of novelties. Indeed, the Parity and Diversity Committee of 2M, initiator of the award, decided to reward three commercials instead of one like last year and to pay tribute to Zahia Tahiri, a major figure engaged in favor of gender equality.

“The Tilila Trophy is part of a global approach of 2M initiated several years ago through the creation of the Parity Committee, which became the Parity and Diversity Committee, the 2M Charter for the Valorisation of the Image of Women, or two platforms ( and dedicated to African experts) ,” as recalled by the Director-General of 2M, Salim Sheikh at the press conference held on September 24 in Casablanca, adding that ” this year, the number of the participating advertising campaigns has increased, demonstrating the profession’s interest in this issue.” And to follow on the ultimate goal of the trophy:” It is to influence the manufacturing process so that agencies and creatives are wondering to find the right balance between a product and a militant approach. ” A crucial balance knowing that advertising images are repetitive and absorbed, especially by youth …

After a first preselection, ten spots are still in the running and will be decided on October 10 by an exceptional jury composed of Amina Lemrini, women’s rights activist and former president of the HACA, Leila Slimani, journalist and writer, winner of the Goncourt Prize, Driss El Yazami, human rights activist and former president of the CNDH, Anouar Sabri, Expert in communication and president of the association Les Impériales, and Syrine Chérif, expert in advertising communication, and by filmmaker Hicham Lasri.