Morocco has become one of the world’s most passionate football nations — a place where the sport is lived from sunrise to sunset. As the country prepares to host the AFCON 2025 and later co-host the 2030 FIFA World Cup, the Moroccan National Tourist Office (MNTO) launches “Kingdom of Football,” a global campaign by BETC Paris that turns this national passion into a powerful tourism story.
A nation where even the sun is a fan
The campaign presents Morocco through an unexpected narrator: the sun. In the hero film, its rays chase the ball through medinas, across rooftops, along Atlantic beaches, and into stadiums, mirroring the country’s deep love for the game. Whether illuminating spontaneous street matches or major tournaments, the sun becomes a loyal supporter, celebrating football as the pulse of Moroccan culture.
Along the way, the film highlights the presence of national icons Achraf Hakimi and Brahim Díaz, while capturing the dreams of young players who represent Morocco’s promising future. Football is portrayed not as a pastime, but as a shared cultural identity that unites generations.
A cinematic love letter to Morocco
Directed by Ludovic Gontrand (HAMLET), the film blends tradition and modernity, showcasing Morocco’s diverse landscapes: bustling medinas, dramatic deserts, vibrant cities, and coastal horizons. Each scene reinforces the idea that football flows naturally through the country’s everyday life.
The emotion of the story is elevated by a moving reinterpretation of “Can’t Take My Eyes Off You”, performed by Moroccan singer Meryem Aboulouafa. The song becomes the heartbeat of the film — nostalgic, bold, and full of admiration — echoing Morocco’s affection for the game and its people.
A tourism strategy powered by football
“Kingdom of Football” positions football as a strategic tourism asset for Morocco. As searches, conversations, and global attention grow around upcoming competitions, the campaign highlights how the country’s football culture can inspire travel — from exploring stadiums and training grounds to experiencing everyday life where the sport thrives naturally.
With Morocco’s rising profile on the world stage, the campaign strengthens its identity as a welcoming, energetic, football-loving nation ready to host fans from across the globe.
A global rollout with cross-media impact
The campaign launched internationally on November 19th across 13 markets. It includes a 90-second hero film and shorter digital formats, supported by TV, radio, print, and an extensive OOH presence throughout Morocco. Every placement reinforces the same emotional story, building a cohesive and memorable narrative for global audiences.
By combining cinematic storytelling with outdoor visibility, MNTO ensures the campaign resonates far beyond traditional tourism messaging — positioning Morocco as a destination defined by passion, unity, and the beautiful game.
Final thoughts
With “Kingdom of Football,” Morocco celebrates football as a cultural force that defines daily life and inspires global admiration. The campaign captures a nation where tradition and modernity merge, where community thrives through sport, and where even the sun becomes a fan. It is a vibrant, emotional invitation for the world to discover Morocco — a true Kingdom of Football.
FAQs about this campaign
What is the ‘Kingdom of Football’ campaign about?
It’s a global tourism and OOH campaign by Morocco that shows how football is woven into everyday life, using the sun as a narrator following the country’s passion for the sport.
Why does the campaign stand out?
Because it blends cinematic visuals, Moroccan landscapes, and emotional storytelling to position football as part of the national identity and as a tourism driver.
How does OOH play a role?
The campaign uses outdoor, digital, TV and print to showcase Morocco’s football culture across 13 global markets, reinforcing visibility, identity and storytelling.
Who created the campaign?
The campaign was developed by BETC Paris for the Moroccan National Tourist Office, with direction by Ludovic Gontrand (HAMLET) and music by Moroccan singer Meryem Aboulouafa.
What can brands learn from Morocco?
That culture-driven storytelling and emotional identity can elevate OOH campaigns, turning them into powerful tools for tourism, branding and global recognition.
Craft emotive OOH that resonates
Explore high-visibility print and OOH formats that elevate brand values and recall.
