Don't be spectator of the disaster

Context:
Morocco faced a devastating tragedy when a powerful earthquake struck the region of Lhaouez, resulting in over 2,960 casualties. The disaster left communities in despair, and there was a pressing need for international aid and support. Our challenge was to create awareness about this catastrophe and inspire people worldwide to contribute to the relief efforts.

Strategy:
While the global media covered the aftermath of the earthquake, the challenge was that people around the world didn't necessarily connect with the affected areas. Interestingly, the region struck by the earthquake, particularly Ouarzazate, is renowned in the world of cinema. It has served as the backdrop for numerous iconic movies and TV series such as "Game of Thrones," "Mission Impossible," and "Gladiator." Leveraging this connection, we aimed to engage and mobilize communities who had been captivated by these cinematic masterpieces, urging them not to turn a blind eye to the real-life tragedy unfolding.

Creative Approach:
We recognized that we didn't have the rights to use scenes from these films, but artificial intelligence offered us a unique opportunity. We used AI to generate images featuring characters resembling the iconic actors, dressed not in their movie costumes but in the tattered remains of the earthquake's destruction. These powerful visuals served as a poignant reminder of the devastation that had befallen this once-thriving cinematic landscape.

The juxtaposition of beloved film characters in the ruins of Ouarzazate struck a chord with people worldwide. It prompted them to reflect on the real-world suffering occurring in a place that had brought them so much entertainment and joy through film and television.