Virginia Nicolau ©

The inspiration for this campaign refers to an anecdote involving Queen Victoria in 1851, during the first race of the America's Cup, when she asked who had finished in second place and received the reply, "Your Majesty, there is no second." Unlike other sports competitions, in the America’s Cup, you either win or lose. With this premise in mind, we wanted to convey the competitive spirit shared by CUPRA, the America’s Cup, and many people who carry this attitude in their DNA.