A lion changes its face

In 2021 Peugeot unveiled a new emblem: a lion’s head inside a shield, drawn as much for a phone screen as for the front of a car. A new logo on its own doesn’t move anyone. It needs an introduction — a story that tells the world why the lion changed, and what it now stands for. Lions of Our Time is that introduction.

Heritage, reimagined

The lion is Peugeot’s oldest asset, on its products since the nineteenth century. The campaign takes that inheritance seriously and reads it for now: not a badge polished for the past, but a posture — alert, modern, unmistakably Peugeot. The identity merges the brand’s rich heritage with a modern vision, and the film gives that vision a voice. The result signals a new era without discarding the one that came before it.

Made in Istanbul, shown in 58 countries

Lions of Our Time was conceived and produced in Istanbul, and executed across 58 countries. That is the part of the story we are proudest of: a Turkish-made idea carrying a global automotive brand into its next chapter — craft, strategy and design from Kuruçeşme travelling everywhere the lion goes. It positions Peugeot as a key player in shaping the future of the automotive industry, and it positions Istanbul as a place where that kind of work gets made.

What it did

The film introduced the new Peugeot brand identity to markets on four continents in a single, consistent voice — one lion, one era, told the same way from Istanbul to everywhere else. It is the work we point to when someone asks what a global campaign from Turkey looks like.