CUPRA and Rosalía team up for a very special collaboration

During the course of the Clásico at Camp Nou, fans at the stadium and around the world were given a foretaste that something might be happening around Rosalía’s song ‘Abcdefg’.

And indeed, the following morning, the cities of Barcelona, Madrid and Mexico dawned discovering the Out of Home campaign by CUPRA and Rosalía.

In addition to the billboards that were placed in the centre of these cities, posters with a phone number inviting passers-by to chat via WhatsApp also appeared. By taking part in this chat, users can receive fragments of the campaign with audio messages from Rosalía herself.

The star was born just four kilometres from CUPRA‘s headquarters in Sant Esteve Sesrovires, and both her music and her public image demonstrate a deep connection to her place of origin and her cultural heritage. As Rosalía herself has stated: “my culture, my roots, my heritage: everything I come from, I always feel proud of”. A philosophy that both parties share, inspiring the world from Barcelona and putting emotion before everything they do.

“Rosalía shares CUPRA’s unconventional spirit and, like the brand, is Spanish but with a truly international mindset. This collaboration is another example of CUPRA reaching out to new generations who are looking for something different in all aspects of life,” says Sven Schuwirth, COO of CUPRA.

In this way, ‘Abcdegf’, one of Motomami‘s most viral songs, reaches a new unconventional perspective together with CUPRA.