Famous for its uniqueness, the light in Morocco is an incredible source of inspiration for artists of yesterday and tomorrow, and also a source of movement and energy inspiring all of the senses.
Many Moroccan contemporary artists are included in the campaign as ambassadors of Moroccan's culture, such as Mohammed Melehi (art), Samy Snoussi (painting), Steph H (dance), Artsi Ifrach (stylist), who show modernity while respecting its heritage.
The film was directed by Georgia Hudson, who has collaborated in the past with lifestyle brands (Nike "Stop at nothing" or Zalando "Free to be").
The logo and the visual identity of the new Kingdom of Light platform were conceived by BETC and BETC Design using symbols and colors related to the country. The print campaign showcases the breathtaking landscapes of the Atlas, beaches and craftsmanship with the door as a main focal point of the graphic design. These visuals will run as OOH and on social media.
The campaign aims for a younger target in demand of unexpected and discoveries, the production vies to pay homage to the wealth of experiences in the country and express its forward-thinking and modern spirit. The ads will launch on April 22nd in 17 countries around the world.
Campaign: Kingdom of Light
Advertiser: Office National Marocain du Tourisme
Brand Managers: Adel El Fakir, Siham Fettouhi, Fahd Karrakchou, Youssef Alaoui
Ad Agency: BETC
Agency Managers: Jean-Charles Caboche, Mathieu Laugier, Solene Lecomte, Hugo Chavanel, Camille Berthier, Leila Guerbaa
Creative Director: Guillaume Rebbot
Art Director: Damien Bellon
Art Director Assistants: Marie Caron, Julie Agahouni
Music Creative Director: Seril Farran
Strategy Planners: Adrien Fortabat, Timothee Belanger, Martin Lagache
Traffic Manager: Anne Guillaume
Art Buyers: Isabelle Mocq, Laura Ramalho
TV Producer: David Green
Production Company: Solab
Director: Georgia Hudson
Sound Company: Plouf