YouTube has launched the first edition of The Lantern, the first award on the global video platform to recognize the efforts of creative agencies, media agencies and advertisers in the Middle East and North Africa (MENA) during the Holy month of Ramadan.
Led by YouTube, The Lantern award will recognize the most impactful commercials offered by the region’s advertisers during the month of Ramadan.
An algorithm will determine the winning video based on engagement and views the commercial will have received by the end of the month. A microsite, developed for the competition on the Think With Google hub, will rank the commercials and showcase the competing campaigns’ progress. The winning video, agencies, and advertiser will be announced after Ramadan.
“This award is of great significance because it underlines and celebrates the values of the Holy Month and will be a great portrait of the region’s generous heart,” said Alex Brunori, Head of Creative Agencies, Google in MENA.
The Lantern will be awarded to each of the creative agency, media agency, and advertiser behind the winning commercial.
“This is the first edition of The Lantern, and we hope to build the success of this new award in the upcoming years and keep celebrating the creativity and hard work of agencies and advertisers across the region,” Mr Brunori added.
Google experts will assist agencies as well as clients throughout the competition to make the most of their Ramadan campaigns and movies. This award will illustrate and highlight the region’s versatile creative works during one of the advertising industry’s most anticipated months of the year.