This City is a Derby

Creative idea

“This City is a Derby” reframed the world’s only intercontinental derby as a cultural celebration, not a conflict. Instead of fueling hostility, Puma united rival Galatasaray and Fenerbahçe fans by highlighting the shared passion that already lives in Istanbul’s streets. It became the first-ever campaign to bring these fierce rivals together—just as they coexist in real life. Through a series of social films, outdoor domination and a culturally rich YouTube documentary, Puma turned a symbol of division into one of unity, positioning itself as the brand that truly understands the soul of Istanbul football.

Brand name: Puma
Advertiser / client: Puma
Product / service: Football sponsorship
Campaign name: This City İs a Derby
Agency network: FCB
Agency: FCB Artgroup/ Istanbul
Media agency: F/2.8
Production company: Mental Film
Agency chief executive officer: Ateş Çavdar
Creative director: Cem Önder Yaşar
Art director: Berkay Bozyel
Account director (agency): Yaman Yalvaç
Client account director: Alp Kaan Duatepe
Managing director: Erhan Adsan
Strategic planner / strategist: Furkan Kartal
Photographer: Ozan Çakmak
Film production: Mental Film
Director: Mert Akbay