Last year, Google’s video-sharing platform YouTube launched The Lantern, an award celebrating creativity in connecting with consumers during the holy month of Ramadan up until Eid. Campaigns are awarded according to YouTube views and engagements, and this year the platform has announced the finalists and winner of the second edition.“The winner of the 2017 Lantern went to Orange Egypt,” says Google. “Their YouTube campaign was tremendously successful in driving high viewership, engagement and retention amongst all candidates. Humour, tradition and popular personas were tied together through clever use of special effects, which further accentuated the insight and popularity of the ad. Showcasing the scarcity of time during Ramadan proved to strongly resonate amongst the YouTube audience.