2022 Winners & Shortlists

Write a short summary of what happens in the film

In the film, we see Moroccan content creators defining what is the cool for them by giving life to their digital creations. Moroccan Musicians, Digital artists, photographers, designers share their creations and vision.

Cultural / Context information for the jury

In Morocco, influencers have become the new outdoors. All the brands talking to Millenials and Gen Z are using the same people, just for their numbers of followers. The content creators contrary to influencers are not really valued by brands.

Please tell us about the social behaviour and / or cultural insights that inspired your work

Young Moroccan begin to criticize Moroccan mega and macro influencers, as they don't really create something new or inspire them, but are just showcasing their look and lifestyle in a way that is far away from young people realities. They are more and more attracted to micro and nano content creators. Moroccan digital universe are full of these creative subcultures that doesn't emerge. Brands can help to amplify these youth creative movement but they prefer the security of mainstream influencers.