The Lantern Award Top 10 Countdown

Lynn Hazim, Sara Hamdan July 2019

 

Who will win The Lantern Award for the best Ramadan ad on YouTube in 2019? The countdown is on: we are excited to share the first half of our top ten finalists in order. We’ve discovered five trends that regularly feature in Ramadan ads that resonate most with audiences - and this year’s finalists are no different. The five themes include:

  • Content with Ramadan insights at heart
  • Longform is king
  • Web-series work, especially during Ramadan
  • Diverse industries can also shine in Ramadan
  • Music and stars play a role

While all the ads in our finalists were longform at an average of 4 minutes, read on to discover what other trends featured in ads 6 to 10. Stay tuned for updates as we reveal the remaining final five finalists and then the winner!


10)

قرقيعان مع موبايلي

Brand: Mobily 

Creative agency: 8ies 

Media agency Initiative 

This advertisement by Mobily captures the traditional values of family and community that are so closely associated with Ramadan. The trend that they played on was the music that heavily featured in an ad celeberating gargee’an, the local Halloween-style celebration that occurs pre-Ramadan. Naturally, children also play a big role in it.  The infectious nature of their singing and dancing is what drew its organic viewership to exceed the average of Lantern submissions. 


9)

اعلان زين العيد - يا ماطور

Brand: Zain Group 

Creative agency: Joy Productions 

Media agency: OMD Kuwait 

Zain’s Eid celebration ad also puts kids center stage. It draws in viewers’ attention by welcoming Eid in a joyful way with lots of singing and dancing, showcasing the power of music in an ad again. 

 

8)

إعلان VIVA رمضان 2019 مع عائلة قرقاشة

Brand: Viva Kuwait 

Creative agency: Doors production 

Media agency: Starcom

Viva Telecoms invites you to celebrate Ramadan with the Karkasha family. A glimpse into the lifestyle and habits of this family in a very musical format. There was a sense of continuity in this multi-part story that also had music and embraced a family theme popular during Ramadan. 


7)

اعلان اورنچ رمضان 2019 تامر حسني ونانسي عجرم - فرق كبير

Brand: Orange Egypt 

Creative agency: Leo Burnett

Media agency: UM Cairo 

Orange Egypt’s 2019 submission pulls out all the stops, creating a catchy tune that places memorability above everything else. High production quality and a star focus (Nancy Ajram and Tamer Hosny) ensured that this advertisement logged over 23 million views and an organic viewership nearly 20% higher than this year’s submission average.


6)

إعلان اتصالات أقوى كارت في مصر مع محمد رمضان وفاندام - اللهو الخفي

Brand: Etisalat Misr 

Creative agency: FP7

Media agency: Starcom 

The star power of Jean-Claude Van Damme and Mohamed Ramadan, combined with the catchiness of a song and dance number, and high-quality special effects, ensured that this advertisement pulled in over 104 million views by close of submissions.