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Under the auspices of the Ministry of Youth, Culture, and Communication, the Live Arts Studio in Casablanca unveiled the winners of Morocco’s inaugural Young Lions Competition, marking the nation’s entry into a prestigious global communications contest. This victory not only positions Moroccan talent on an international stage but also opens avenues for young creatives to represent the kingdom at the Cannes Lions Festival.
A New Chapter in Moroccan Creativity
The event attracted prominent figures from advertising, media, economics, and the cultural industries, signaling a significant milestone as the first winners of the Young Lions Competition emerged. Organized by the Association of Communication Consulting Agencies, which serves as the official representative for the Cannes Lions Festival in Morocco, this competition has quickly established itself as a benchmark for young professionals under 30.
Empowering Young Talent
The inaugural edition featured five primary categories: Print, Digital, Media, Public Relations, and Marketing. The launch aims to integrate young creative talents into a career path characterized by excellence and acknowledgment, providing an unprecedented opportunity for access to a renowned international platform. Hassan El-Rouissi, president of the association, emphasized that this initiative seeks to strengthen the bond between the organization and young people, showcasing Moroccan creativity on the global stage while aligning it with pressing national priorities.
Social Responsibility in Competition
Moreover, the competition extended beyond mere rivalry by addressing a social cause. The Moroccan Association for Disability served as the official partner, with participating teams tasked with developing communication strategies that promote the inclusion of individuals with disabilities and enhance their roles within society. Hicham Sentissi, general director of the association, highlighted that this collaboration transcends the competition framework, asserting that creativity can genuinely shift perceptions of disability through innovative and impactful ideas.
A Successful Launch
The first competition witnessed substantial interest, attracting over 240 submissions evaluated by five judging panels comprising 34 international experts in advertising, including Moroccan professionals, ensuring the highest standards of integrity and objectivity. Following a rigorous selection process, 21 teams were shortlisted across various categories, culminating in the announcement of winners on April 20.
In the Public Relations category, “PR Warriors” clinched the gold medal, followed by “MK Impact” and “Beyond Voices.” In the Digital category, “The Oscar Team” took home gold, surpassing “Adfatigue” and “Creative Rebels.” The silver prize in Media went to “Plot Twist,” with “Atlas” winning bronze. In the Print category, “Big Ideas” won silver, while “Adgency” claimed third place. For the Marketing category, “Twofold” secured gold, followed by “Danone” and “Brand Lab.”
Looking Ahead
Winning a gold award provides these teams a chance to represent Morocco at the international finals in Cannes. Given the overwhelming success of this inaugural event, the Association of Communication Consulting Agencies has announced plans for a new competition cycle in 2027, with details regarding participation and the timeline to be disclosed in due course.
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