The seventh edition of the Tilila Trophy was celebrated on Thursday, October 16, 2025, in Casablanca, spotlighting the theme of rural women. This year's event, organized by 2M through its Parity and Diversity Committee, recognized four outstanding campaigns that championed inclusivity. The jury, comprised of Hind Bensari, Fihr Kettani, Idir Ouguindi, Ghita El Kholti, Mounia Lamkimel, and Abdellah Tourabi, selected the winners. The Jury Prize was awarded to Ain Atlas for their campaign crafted by the Klem agency. The Honorary Prize went to Sonasid and Shem's, while the Coup de Cœur prize was bestowed upon Lio and the Creative Labs agency. Additionally, the Tilila Digital award was presented to Ain Atlas and ID36. As a significant event in Morocco's advertising scene, the Tilila Trophy celebrates advertisers and communication agencies dedicated to advancing the principles of parity, equality, and inclusion. Salim Cheikh, the general director of 2M, emphasized the significance of this year's theme, stating, «The rural woman is an essential pillar of our society.» «By dedicating this seventh edition to her, we aim not only to pay tribute but also to encourage creators and advertisers to give her the place she deserves in our media,» he added. Supporting this perspective, Khadija Boujanoui, president of the Parity and Diversity Committee of 2M, remarked that this edition underscored «the importance of giving a voice and visibility to rural women, these actresses who fully contribute to the development of our country.» In line with this theme, a special tribute was paid to two rural women, Hennou Oumarouch and Latifa Haddad, who have been instrumental in local development through their resilient efforts. The ceremony also provided a platform to honor emerging talents through the Tililab competition. The winner of this fifth edition was Mohamed Saïd El Bekkali, recognized for his spot on volunteering for the 2030 World Cup.
