At last night’s El Clasico at Camp Nou, fans at the stadium and around the world got a teaser that something might be happening, around Rosalía’s “Abcdefg” song. This morning, Barcelona, Madrid and Mexico City woke up discovering an Out of Home campaign where billboards and posters have been taken over by CUPRA and Rosalía, one of the biggest and most relevant artists internationally.
Sven Schuwirth, COO of CUPRA, said: “Rosalía shares CUPRA’s unconventional spirit and, like the brand, is Spanish but with a truly international mindset. This partnership is another example of CUPRA reaching new generations who are looking for something different from all aspects of life. I’m very much looking forward to the next phases of this outstanding collaboration, stay tuned!”
As well as the billboards in city centres, posters have appeared that feature a phone number prompting passers-by to chat via WhatsApp. Engaging with this WhatsApp chat, users will receive pieces of the campaign.
Rosalía was born just four kilometres from the CUPRA HQ in Sant Esteve Sesrovires – and her music and public persona demonstrate a deep connection to where she’s from and her cultural heritage. She told Rolling Stone that “My culture, my roots, my heritage – everything I come from, I always feel proud of it”.
Both CUPRA and Rosalía inspire the world from Barcelona and place emotion at the forefront of everything they do.
In 2022, she released her landmark Grammy-award-winning album MOTOMAMI, which she wrote, recorded and executive produced. It debuted at number one on Spotify’s Global Album Chart (a first for a Spanish artist) and had the strongest Billboard chart debut of any 2022 Latin album.
One of the most viral songs on MOTOMAMI was the track Abcdefg, where Rosalía created her very own alphabet. Now, this alphabet might get a whole new unconventional perspective.
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