"Morocco - Kingdom of Light 7 Global film and press (2022) :60 (France)

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.

CREDITS

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