2M has opened entries for the eighth edition of its advertising awards after rebranding the competition as the Tilila Awards and adding new categories for digital and offline campaigns.
Advertising agencies and brands can submit entries free of charge until August 31, 2026.
The changes mark the biggest update to the awards since they launched in 2018. Under the new identity, 2M has brought all of its Equity, Diversity and Inclusion initiatives together under the Tilila name.
Salim Cheikh, Director General of 2M, said media and advertising “do not just reflect society but actively shape it.” He said the new identity aims to build “a more conscious and responsible creative ecosystem” in Morocco.
The broadcaster said the programme promotes gender equality, fair representation of women and greater inclusion of people with disabilities and other underrepresented groups.
This year’s awards include three categories.
The Television category is open to adverts broadcast on 2M between September 30, 2025, and August 31, 2026.
The Online category covers campaigns published on social media, video platforms, websites and display advertising networks.
A new Offline category has been added for billboard, print and radio advertising.
Khadija Boujanoui, President of 2M’s Parity and Diversity Committee, said opening the competition to more formats would make it “a more effective lever for societal change” by bringing together the wider communications industry.
An institutional committee will select 10 finalist campaigns after the submission deadline. An independent jury will then choose the winners, who will be announced at a ceremony in Casablanca.
2M has also launched the sixth edition of Tililab, a competition for Moroccan creators aged under 30.
The contest is open to anyone, regardless of their education or professional experience. Participants must produce an original video about equality, diversity or social inclusion.
Entries close on July 31, 2026. Six finalists will attend a bootcamp with industry mentors to develop their projects. The winner will receive production equipment, professional support and have their work published on 2M’s digital platforms.
The awards began in 2018 as the Trophée Tilila. They were created to encourage advertising that challenges gender stereotypes and shows women as active members of society.
The competition has focused on a different social issue each year.
The 2025 edition highlighted the role of rural women in Morocco’s development. Aïn Atlas won the Jury Prize with agency Klem and also received the Tilila Digital Prize with ID36. Sonasid, working with Shem’s, received the Honorary Prize, while Lio and Creative Labs won the Jury’s Favourite award.
The Tililab youth prize went to Mohamed Saïd El Bekkali for a video promoting volunteer work ahead of the 2030 FIFA World Cup.
The 2024 edition focused on disability inclusion in advertising. Royal Air Maroc and agency Mosaik won the Jury Prize, while Yassine El Fataoui received the Tililab award for a film promoting the inclusion of people with disabilities.
More than 60 campaigns competed that year, showing growing interest among brands in inclusive advertising. Previous winners have also included Marjane.
