2026
France
Client: ONMT - Office National Marocain du Tourisme
Produced by: HAMLET
Agency: BETC
Category: Country Promotion
Entry Type: Video Ad / TV Commercial
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.
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.
The Kingdom of Football campaign addresses a dual audience. The main target is international prospects interested in travel, sport and especially football. The MNTO targets a pan-African and extra-continental audience, mainly upper socio-economic groups, with the age profile and financial capacity to travel to Morocco. In parallel, the campaign also targets the Moroccan population, strengthening national pride and collective engagement.