In the past couple years, there has been an increase in YouTube ads in the MENA region, especially during Ramadan, with brands putting the focus on generic themes relating to the holy month rather than on individual products.
The Lantern award, a YouTube first designed to highlight the best Ramadan ad based on an algorithm that takes into account views, engagement and qualitative elements. The winner of the Lantern award is determined based on engagement and views the ad receive at the end of the holy month.
The Lantern Award 2016: And the Winner is…
The Winner of The Lantern Award 2016 went to VIVA Kuwait for a very funny two-part series on misplacing cookware after dinner with guests.
“The engagement metrics for this campaign are just incredible,” said Alex Brunori, head of agencies at Google and spearhead of The Lantern Award. “It had one of the highest rates of organic views, some of which even came from people searching for ” ماعوننا وينه” on YouTube.”
VIVA – Where is my bowl?
Brand: VIVA Kuwait
Creative Agency: Caviar
Creative Media Agency: Starcom
The Lantern Award TOP 10 Finalists (In Random Order)
More than 65 ads competed for The Lantern award, YouTube announced the top 10 finalists, in random order that showcased true creativity.
#ImagineTomorrow with Etisalat
Capture life’s best moments on your phone with Etisalat so you can relive them over and over again.
Brand: Etisalat Misr
Creative Agency: Tarek Nour
Media Agency: Initiative Media
Mobily Ramadan Ad 2016
A neighborhood football team actually makes it to the big leagues only to run out of time. Don’t let the same happen to your mobile phone balance!
Brand: Mobily
Creative Agency: Mullen Lowe
Media Agency: Initiative
Mandolin Egypt Ramadan Ad 2016
Why did Mandolin create a two finger chocolate bar? The audience is invited to explain in this funny ad.
Brand: Mondelez
Creative Agency: LiquidThread
Media Agency: Starcom Mediavest Group
#BilKuwaitiAhla
A musical ad shot in a single frame, this lighthearted ad has a deep message around preserving Kuwaiti language and culture.
Brand: National Bank of Kuwait
Creative Agency: Senyar Group
Media Agency: Performics
Shoot the Cannon
A vibrant band sings about Orange Egypt’s offers in this catchy ad about launching packages around the ‘madfa3’ or cannon.
Brand: Orange Egypt
Creative Agency: Leo Burnett
Media Agency: UM Mena
QNB Ramadan Ad 2016
A musical, endearing ad about a boy’s quest for sweets during Ramadan.
Brand: QNB
Creative Agency: Caviar
Media Agency: BPG Maxus
My Ramadan Project
While waiting for sunset to break the fast, children busy themselves with projects and good deeds.
Brand: STC
Creative Agency: Caviar Creative
Media Agency: Starcom Mediavest Group
Ramadan Is Our Chance
During Ramadan, people’s behavior changes without them realizing it. The children notice!
Brand: STC
Creative Agency: Caviar
Media Agency: Starcom Mediavest Group
Zain Eid 2016 Ad
Song, dance and a colorful setting… Eid is here!
Brand: Zain Group
Creative Agency: Joy Advertising Agency
Media Agency: Mindshare
Congratulations to VIVA Kuwait, winner of The Lantern Award for the most engaging YouTube Ramadan campaign in 2016!
