Title: The First Safety Car on Water.
Client: CUPRA
Agency: 14 Agency, DDB
Art Direction: Anna Clemente, Nerea Carrasco
Copy Writing: Esther Carrasco, Paula Borrás
Creative Directors: Luís Villalba, Jenny Lopez
Case Study: Chirstian Espinoza, Mariona Ardèbol
Client: CUPRA
Agency: 14 Agency, DDB
Art Direction: Anna Clemente, Nerea Carrasco
Copy Writing: Esther Carrasco, Paula Borrás
Creative Directors: Luís Villalba, Jenny Lopez
Case Study: Chirstian Espinoza, Mariona Ardèbol
Barcelona
2024
2024
The First Safety Car on Water - CUPRA
For the America’s Cup in Barcelona, CUPRA faced a unique challenge: how can a car brand take part in a race that happens entirely on water?
Our answer was to create The First Safety Car on Water, a CUPRA Terramar transformed into a fully functional car-boat hybrid. More than a sponsorship, it became part of the race itself, guiding boats, placing buoys, and supporting live operations in front of millions worldwide.
By filling a real functional gap, the absence of a safety car, CUPRA moved from being a logo on the sidelines to an active player in one of the world’s most prestigious sporting events, achieving global visibility and record-breaking impact.
For the America’s Cup in Barcelona, CUPRA faced a unique challenge: how can a car brand take part in a race that happens entirely on water?
Our answer was to create The First Safety Car on Water, a CUPRA Terramar transformed into a fully functional car-boat hybrid. More than a sponsorship, it became part of the race itself, guiding boats, placing buoys, and supporting live operations in front of millions worldwide.
By filling a real functional gap, the absence of a safety car, CUPRA moved from being a logo on the sidelines to an active player in one of the world’s most prestigious sporting events, achieving global visibility and record-breaking impact.