From the light-flooded alleys of Marrakech,
to the radiant medina of Fez,
through the mysteries of Tangier
and the green valleys of the Atlas,
across Morocco, light
is a source of inspiration,
creation, and energy.
If these words didn’t make you consider Morocco as a holiday destination, then the visual experience you are about to see next will likely propel the African country to the top of your bucket list of incredible places to visit. Developed by agency BETC, the tourist information center Visit Morocco‘s new campaign to promote the country feels as if it is a digital extension of the never-ending beauty that stretches beyond Morocco and right onto your screens.
Defining Morocco as a place that lies at the intersection between culture, craftsmanship, and art, the “Kingdom of Light” campaign celebrates the vibrant rhythms and the lively spirit that flow through the country’s welcoming people and its breathtaking landscapes. The initiative is launched after a long period in which the COVID-19 health crisis changed the way people travel.
Developed by the Paris-based agency after winning the account following a global business pitch, the campaign is aimed at boosting tourism in the country, luring tourists into visiting this land by showcasing the many wonderful adventures that lie within the borders of Morocco.
The North African nation prides itself on diverse geography, a captivating history, labyrinthine medinas, spices, cuisine, and mosques. This list is longer yet, to comprise its uniqueness in a few words, it is the light in the country that fascinates the visitors, being “an incredible source of inspiration” that tickles the imagination of people of yesterday and of tomorrow. It is also this light that inspired the agency to create the communication platform that bears the “Kingdom of Light” name.
The campaign captures the land’s resources and treasures, briefly suggesting the way these experiences should be enjoyed: Through art, living culture, and craftsmanship. Planned to reach a new, younger audience who craves memorable adventures, the initiative is a tribute to what Morocco has to offer — its best-kept secrets, good vibes, and modern spirit.
Kicking off on April 22nd and running across 17 countries around the world, the platform includes a visual identity and a logo, developed by BETC and BETC Design. To breathe life into them, the duo used symbols and colors that are synonyms with the country. The print campaign focuses on the landscapes, such as the Atlas Mountains, beaches, and craftsmanship, while the contour of the Moroccan door is the main protagonist of the graphic design. Included in the campaign as ambassadors of the country’s rich culture are a group of contemporary artists like Mohammed Melehi (art), Samy Snoussi (painting), Steph H (dance), and Artsi Ifrach (stylist).
To get a taste of what Morocco feels like, check out the video below, directed by Georgia Hudson. Now, this is a souvenir that will surely feast on all of your senses!
Credits:
Client: Office National Marocain du Tourisme
Brand Managers: Adel El Fakir, Siham Fettouhi, Fahd Karrakchou, Youssef Alaoui
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