CUPRA, the most awarded brand at the 39th edition of El Sol, the prestigious Ibero-American Advertising Communication Festival

Martorell,
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  • CUPRA has received 13 awards: six Sol de Oro—the highest distinction—five Sol de Plata and two Sol de Bronce
  • ‘The First Safety Car On Water’ campaign, which transformed the new CUPRA Terramar into an innovative aquatic safety car, won five Sol de Oro awards
  • The CUPRA Terramar launch campaign, “There is no second”, directed by J.A. Bayona, was awarded one Sol de Oro and seven awards in total
  • The El Sol Awards have recognised innovation in advertising communication in Latin America since 1986

CUPRA once again challenges the boundaries of advertising by becoming the most awarded brand at the 39th edition of El Sol, the Ibero-American Festival of Advertising Communication, one of the most prestigious events in the industry across Ibero-America. This achievement consolidates CUPRA's position as a benchmark for disruptive creativity and marketing innovation.

"The First Safety Car On Water" campaign, developed by 14 Agency for CUPRA, achieved excellent results, winning five Sol de Oro awards—two in Outdoor, two in Media, and one in Brand Activation and Experience—in addition to a Sol de Plata award for Innovation in Strategy and Creativity. This innovative campaign transformed the CUPRA Terramar into the first aquatic safety car in history, capable of navigating on water, taking centre stage during the 37th Louis Vuitton America's Cup in Barcelona.

The “There is no second” campaign, directed by filmmaker and CUPRA ambassador J.A. Bayona and developed by the &Rosàs agency, was also recognized with seven Sol Awards, including the Sol de Oro Award for Production. This piece not only introduced the new CUPRA Terramar to the public but also strengthened the brand's connection with the America's Cup, highlighting shared values ​​such as passion, innovation and achievement.

"Since our founding in 2018, at CUPRA we've always had the ambition to break new ground and challenge the limits of creativity with a disruptive spirit. This recognition at the El Sol Awards for advertising innovation is a testament to the power of creativity and a huge motivation to continue inspiring the world with campaigns and marketing actions that connect with new generations. I'd also like to thank our agencies and partners, who have once again demonstrated the strength and talent of the creative sector in our country," said Patrick Sievers, Global Marketing Director at CUPRA.

This recognition adds to a track record of success for CUPRA, which in 2023 was recognized with the award of the Grand Prize for Effectiveness by the Spanish Association of Advertisers (AEA), and consolidates CUPRA as a benchmark for creativity, innovation and disruption in the international advertising landscape.

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