How to Be Cool in İstanbul

In the final film of the three-year “İstanbul is the New Cool” campaign, we explored what it truly means to be cool in İstanbul. The commercial highlights the city’s hidden richness through the eyes of a group of young and stylish people, following their journey across iconic places, local interactions, and cultural discoveries. Targeting “Culture Vultures”—travelers who seek deep cultural connections, local cuisine, authentic sights, and new encounters—the film reflects İstanbul’s unique urban culture with a striking visual language and vibrant music.

The narrative portrays İstanbul as a city where every detail, from art to gastronomy, architecture to shopping, daily life to entertainment, makes it undeniably cool. From riding the subway in evening dress to taking a boat ride on the Bosphorus or walking through palaces feeling like a sultan, every scene reinforces the city’s charm. With casts representing diverse lifestyles within the middle/upper-income group, their energy, style, and charisma mirror the selective audience we aimed to reach.

Ultimately, the campaign shows that what sets İstanbul apart from other touristic cities is its unique architecture, rich history, and vibrant culture of life—proving that in this city, every moment is lived to the fullest.