Morocco lets the sun follow the football

Ahead of the Africa Cup of Nations hosted in Morocco, the Moroccan National Tourism Office introduced Terre de Football (Kingdom of Football), a destination campaign built around a playful visual idea: the sun moves through Moroccan streets, markets, beaches and stadiums as if it too is following the match. A 90-second film launched in November 2025 and was distributed across 13 international markets, with shorter films, outdoor and print work. The campaign continued through the tournament in 2026. Its wider tourism programme included Visit Cup Africa, bringing together 24 content creators from participating nations to tell stories about the host cities and their culture.

The Moroccan National Tourism Office commissioned the work with the Royal Moroccan Football Federation. BETC Paris developed the creative campaign. Ludovic Gontrand directed the film for HAMLET, with producer Clément Martorell. Moroccan singer Meryem Aboulouafa performed its music; photographic work was credited to Aliocha Boi and Rayhaan Khodabux.

The film turns a familiar obsession with football into an invitation to discover a destination. It gives streets, local markets and ordinary people the same attention as the sport itself, and shows how one creative idea can connect advertising, tourism, travel products and creator-led coverage.

The 24-creator programme and tourism activations take the idea beyond the film, giving Morocco’s host cities and visitor experiences a wider audience during an international sporting event.