Català
EnglishMorocco - Kingdom of Football
Director: -
Producer: HAMLET
Producer Company: -
Agency: BETC
Client: ONMT - Office National Marocain du Tourisme
Country: France
Synopsis
An ode and an epic journey where Morocco’s other star, the sun, shines to the rhythm of football. Through a series of everyday life scenes revealing the richness of Morocco, its rays chase the ball, slip between buildings to watch the game unfold, and wait for the final whistle before setting. Along the way, it encounters iconic national team players and witnesses the rise of a promising young generation. Like the Moroccan people, the sun undeniably shares the same passion for football.
Objectives
Launched a few weeks before the Africa Cup of Nations, this campaign aims to promote Morocco by showcasing the enthusiasm and hospitality of its people in an original way, through the country’s deep connection with football. It invites audiences to encounter a passionate nation, using a universal language to reach an international audience. By highlighting shared values, celebration and cultural pride, the campaign strengthens the country’s international image and emotional connection. Football is rarely used as a tourism driver, yet in Morocco it goes far beyond stadium competitions. It embodies shared values, everyday life, and the dynamism and optimism of an entire country. Kingdom of Football is a people-centered campaign, recognizing that the warmth, hospitality and joy of Moroccans are a key part of the travel experience. The poetic and emotional portrayal of football and its fans is a strong asset for the country and its international image. The campaign is supported by three billboards and press visuals, a social media plan, and a website featuring content on the historical and cultural importance of football in Morocco.
