THEN WHY?
X CUPRA x FC BARCELONA
In 2020 CUPRA was presented, a new and unknown car brand entering the automotive world… What a challenge! That's why, to communicate CUPRA's new sponsorship with FC Barcelona, we were inspired by "La Masia" (Barça's youth academy). The campaign is inspired by a true story. When young talent first step into “La Masia”, a coach shows them a large mural with photos of former soccer players who also walked the halls of the school. The coach asks the rookies how many faces they recognise. It’s then when they realise the challenge ahead. They realise how difficult it will be to be called to play in the first team. While reason gives them a thousand reasons to give up, there is something that drives them to keep pushing.
We wanted to reinforce, through different visual metaphors, the feeling of pressure and fear that many people face on a daily basis. And how their convictions help them overcome adversities along the way.
The dizzying sensation of being called to play your first game and the metaphor of the field turned into an imposing trampoline. The fear after the game that makes you hide in a giant locker. Or the feeling of frustration that makes any street always uphill.
&ROSÀS (2020)
CCO: Isahac Oliver
Copywriter: Pol Martínez
Head of Art: Xavi Mauri
Art director: Albert Morera
Producer: Jordi Solé
Director: Nicolás Mendez
Prod. Company: CANADA
Post: Metropolitana
DOP: Albert Salas
Music: Ben Cocks, Trafalgar
Edit: Carlos Font