The Next Ad: inwi honors young advertising talents in Casablanca

Wednesday 09 September 2026 - 08:35

The first edition of « The Next Ad » concluded on Tuesday night in Casablanca with the crowning of Oussama Bensghir. Launched by inwi as part of its « Sir B3id » campaign, this initiative aimed to give young Moroccans an active role in designing the brand's advertising content.

After several weeks dedicated to creation, monitoring, and mentoring, the twelve finalists presented their works before the audience and the jury during the grand finale. At the end of this competition, Oussama Bensghir took home the first prize, followed by Youness El Mendery in second place and Elkaouid Rayan in third.

The evening also recognized two other participants. Oussama Bensghir won the « Public's Heartthrob » award, while Houssam Salah received the « Jury's Heartthrob » award.

A platform to transition from spectator to creator

With « The Next Ad », inwi chose to evolve the relationship between a brand and its young audience. The stated ambition was to no longer see young people merely as consumers of content, but as active participants capable of imagining and producing the campaigns intended for them.

During the ceremony, Nadia Rahim, Director of Brands and Communication at inwi, emphasized the particular significance of this approach, presented as a first in Morocco.

This initiative fits into an environment where social networks and digital platforms have profoundly transformed communication codes. Advertising creation is no longer exclusively reserved for agencies and specialized teams: the new generations now have the technical means to produce, narrate, and disseminate their own creative universes.

Over 1,500 young people engaged

The enthusiasm generated by this first edition exceeded the brand's expectations. More than 1,500 young women and men registered on the platform in less than a month, with applications coming from various regions of the country.

In total, over 250 videos were submitted as part of the initiative. This volume reflects, according to inwi, the diversity of profiles and the creative potential present within Moroccan youth.

Behind the competition, the challenge is also to identify new talents capable of mastering the codes of contemporary creation, digital storytelling, and audiovisual communication.

Concrete collaborations with inwi

The recognition extends beyond an award or media exposure. The winners of « The Next Ad » will also benefit from collaboration contracts with inwi.

They will participate in the production of future brand content, particularly for social media, digital platforms, and television.

This professional dimension constitutes one of the main extensions of the initiative. It allows participants to transform a creative experience into a concrete opportunity, with the possibility of working directly on communication projects for a major brand.

« Sir B3id », from promise to experience

Through « The Next Ad », inwi also seeks to provide a tangible translation of its brand platform « Sir B3id ». The initiative is based on the idea of supporting young people in their ambitions and providing them with the necessary means to develop their projects.

Thus, the brand aims to go beyond the classic register of advertising discourse by creating a space where youth can directly contribute to their own brand narrative.

The principle is also consistent with the evolution of digital usage: young generations no longer just watch campaigns; they participate in their design, comment on them, transform them, and produce them themselves.

A new generation of creators highlighted

Beyond the awards, the first edition of « The Next Ad » served as a showcase for a generation of Moroccan creators who operate in a universe where video, social networks, creativity, and commercial communication are increasingly intertwined.

With over 250 videos received and a significant number of applications in just a few weeks, the initiative highlights the existence of a creative pool that brands can now seek to support directly.

For inwi, this first experience thus paves the way for a more participatory approach to communication, where youth is no longer just the target of a campaign but also becomes one of its creative forces.