Frequently Asked Questions
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.
Because it blends cinematic visuals, Moroccan landscapes, and emotional storytelling to position football as part of the national identity and as a tourism driver.
The campaign uses outdoor, digital, TV and print to showcase Morocco’s football culture across 13 global markets, reinforcing visibility, identity and storytelling.
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.
That culture-driven storytelling and emotional identity can elevate OOH campaigns, turning them into powerful tools for tourism, branding and global recognition.
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