Our aim was to shift the conversation beyond the concept that the Bosphorus Cup is a single sporting event with a limited audience, and move towards the idea that it is actually a weeklong series of events, A prestigious & one of a kind sporting experience.
Bosphorus Cup is a celebration of İstanbul “a city created and given life by the sea.” As once called by the Turkish urban historian Doğan Kuban.
So we created a whole new strategy backed by strong design and narrative, Celebrate İstanbul, focusing on celebrating the elements that make İstanbul the city it is, The People, The Culture and The Bosphorus.
By designing narratives supporting our cause on multiple mediums and sub-stories, we brought to life a new understanding for the 22nd round of the races.
