CUPRA - The Tribe

As a newly independent car brand, CUPRA is on a mission to establish itself as the progressive, unconventional challenger within electrified driving. To build awareness, we focused on forming a tribe of individuals who personify the brand through their own uniqueness, progressiveness, and refined sense of style.

The Tribe brought together a recurring network of musicians, designers, artists and athletes to generate engagement and awareness through organic content, anchored by two key ambassadors: Jarreau Vandal and Remy Bonjasky, representing the Born and Formentor, respectively. Jarreau, an experimental producer and DJ from Amsterdam Southeast, is known for his distinctive sound, energetic sets, and eclectic creative direction. Remy, aptly nicknamed The Flying Gentleman, is a three-time kickboxing world champion celebrated for his rare blend of performance and elegance, which continues to carry him into television and entrepreneurship.

Through a combination of organic and curated content, supported by real-life activations throughout the partnerships, our approach created a steady yet powerful build-up of brand affinity, embedding CUPRA authentically within a community of car enthusiasts through a cultural lens.