What’s happening?
The story of two paths that come together to inspire the world from Barcelona: the “C” for CUPRA and the ‘R’ for ROSALÍA. It is the new CUPRA brand campaign, ROSALÍA recites a different ‘Abcdefg’ than the one included on her album ‘MOTOMAMI’winner of a Grammy, in a piece that breaks conventions and it goes beyond vehicles; exploring spirit, attitude and mind set Of the brand with its own alphabet. Find out what’s behind the latest CUPRA collaboration by one of the most internationally renowned artists of the moment.
The sound of an idea. “To illustrate CUPRA, a single word or letter is not enough, you need many more: an alphabet”, comments Ignasi Prieto, CUPRA Global Marketing Director. This is how the idea of recreating ROSALÍA’s ‘Abcdefg’ arose: “It sounded on the radio and we knew we had found the formula for the perfect campaign”, explains Isahac Oliver, general creative director of &Rosàs. A unique opportunity to delve into the values shared between CUPRA and the singer. Not only because of the obvious link with Barcelona, but from “this global vision, the challenge to status quo and the commitment to emotion in everything we do, turning it into experiences: she, songs; we, cars”, adds Prieto.
He matches perfect. For a brand as complexly rich in concepts as CUPRA, finding words for each letter was easy. Thus, the ‘H’ for ‘hero’ was found, for the new models for the new era; the ‘E’ of ‘electric, exciting, emotions‘ or the ‘C’ of ‘captain‘, by the footballer and member of the CUPRA Tribe Alexia Putellas. “With ROSALÍA, it was really a matches”Oliver comments. “He is a figure who only works with brands that contribute to him or with which he shares values, and he really liked the idea,” he adds. She even participated in the creative process: “She proposed the ‘what cute’ for the ‘Q’”.
The power of authenticity. Once the lyrics were finished, ROSALÍA added her voice to this unconventional alphabet in a studio in Miami and it was time for the visual assembly. In five days, more than 40 scenes inspired by each word were shot. “It’s a whole other concept, honest, even experimental,” Oliver announces. “Includes many visual stimuli aimed at Generation Zestablishing a links organic and clear with the audience of the artist and of CUPRA”, he points out. For example, with a scene made from artificial intelligence. In total, three months of highly demanding creative production until coming up with the final product.
Images that speak. The video highlights those roots that ROSALÍA talks about in her songsfor example, matching ‘new age, never enough‘ with a enxanetathe child figure that crowns the so-called castells (typical human castles of Catalonia), who wears a ‘motomami’ helmet like the one that appears on the cover of his latest album. It also delves into the bond shared with the city of Barcelonawith details of the gastronomy of the Raval neighborhood, and features the appearance of different ambassadors of the CUPRA Tribe, such as the FC Barcelona footballers Alexia Putellas, Marc ter Stegen and Ansu Fati, the paddle tennis player Ariana Sánchez, the pilot Klara Andersson or the actor Daniel Brühl. The different models of the brand also have their space in the piece, including the CUPRA Tavascanrecently presented at the Exponential Impulse event in Berlin.
Having it all. “When we saw the finished video, it was magical,” says Prieto. Campaigns typically address one or two key messages, but in In this case, no specific product is promoted, but a lifestyle; the one of CUPRA. “This formula is so special because it allows us to endow each word with a message: each and every one of them breathes the essence of CUPRA, and for the first time we have it all, we tell a story without giving up anything”, he adds. “The message is CUPRA, and that’s all that matters,” he concludes.
