— PROJECT NAME

CUPRA Dark Rebel

— ROLE

Copywriting & Strategy

— DATE

10/09/2023

CUPRA’s brand purpose is ‘people make the brand’. So, what better way to express that than by asking its fans to collaborate in the creation of their next concept car?

We created a platform to upload ideas. After more than 20,000 interactions, the CUPRA Dark Rebel was ready, designed by CUPRA alongside the CUPRA Tribe.

But, this idea didn’t end in the digital space. CUPRA actually built the Dark Rebel and presented it at the IAA in Munich. We needed to create maximum impact with speeches, online content and videos to give this idea the attention it deserved.