Spanish car manufacturer Cupra has taken an unconventional approach to motorsport marketing, covering hundreds of volunteers in bold body paint designs as part of a high-energy campaign aimed at lifting spirits and uniting fans ahead of a major race weekend.
The striking display saw participants painted head-to-toe in Cupra’s signature copper, red, and dark metallic tones, with designs inspired by speed, motion, and racing heritage. When assembled together, the painted bodies formed large-scale living visuals that echoed the brand’s aggressive aesthetic and competitive mindset.
Cupra said the idea was about more than spectacle. The campaign was designed to channel collective energy and confidence before the race, transforming supporters into a visible symbol of unity and passion. “Racing is emotional,” a Cupra spokesperson said. “We wanted people to feel like they weren’t just watching the race—they were part of it.”
Professional body artists worked in teams over several hours to prepare the participants, many of whom were fans, local creatives, and motorsport enthusiasts. Despite the time-consuming process, volunteers described the experience as exhilarating and communal, with music, cheers, and shared anticipation building throughout the day.
The painted group later gathered in a public space near the circuit, drawing crowds and quickly spreading online as images and videos circulated on social media. The visuals blurred the line between art performance, fan culture, and brand activation, earning praise for originality and bold execution.
Marketing experts say the campaign reflects a growing trend of experiential branding in motorsport, where companies seek emotional connection rather than traditional advertising. “Cupra understands that modern fans want to feel involved,” said a Barcelona-based branding analyst. “This turns spectators into symbols of momentum and belief.”
The stunt also aligned with Cupra’s brand identity, which emphasizes rebellion, creativity, and pushing boundaries—values the company often highlights in both its road cars and racing programs.
As race day approached, the body-painted supporters were seen cheering trackside, their designs now layered with team colors, flags, and racing gear. For many, the experience added a deeper sense of connection to the event.
