PEUGEOT
7th Mardin Biennial
The Brief
PEUGEOT aimed to crown its four-year journey in the arts by becoming the main sponsor of the 7th Mardin Biennial, one of Türkiye’s most established contemporary art events.
The Insight
Mardin’s cultural heritage and its unique relationship with contemporary art created a powerful setting for PEUGEOT’s world of design and technology.
ICM Approach
Rather than simply positioning PEUGEOT as a sponsor of the biennial, we aimed to create an experience that incorporated the brand’s DNA into the spirit of the biennial. We collaborated with artists to connect PEUGEOT’s design and technology with the biennial’s “SKYground” theme, helping bring to life projects that carried the brand’s world into the artworks themselves.
As main sponsor, we managed the full scope of communications and operations, from logo placement and the opening reception to social media rights, on-site visibility, press and influencer invitations, and hospitality.
