Uber Celebrates FC Barcelona’s LaLiga Title With Gavi and a Fan-Led OOH Campaign

Creative Context: What Does It Mean to Be a Culer?

After FC Barcelona secured its second consecutive LaLiga title under Hansi Flick, Uber joined the celebration with a question that went straight to the heart of the club’s identity.

Pablo Gaviria, better known as Gavi, asked fans: “What does being a culer mean to you?”

The answer was not built by the brand alone.

It came from the supporters themselves.

Thousands of Barça fans shared words, emotions and memories that helped define the meaning of belonging to the blaugrana community.

Brand Strategy: Uber Joins the Celebration as Another Culer

Created by Uber and Ogilvy Spain, the campaign was driven by a clear ambition: to participate in the title celebration not as an outside sponsor, but as another culer.

As FC Barcelona’s Official Mobility Partner, Uber wanted to honor the emotional connection between the club, the city and its fans.

The campaign placed both Gavi and the supporters at the center of the story, transforming fan responses into the creative language of the activation.

According to Arnau Gouénard, head of marketing at Uber and Uber Eats Spain, the campaign was designed to celebrate another Barça success while paying tribute to a club that goes far beyond sport and forms part of Barcelona’s identity and pride.

Fan Insight: Turning Supporter Voices Into Creative Fuel

The campaign began on social media when Gavi asked fans what being a culer meant to them.

Supporters responded with words that reflected the emotional depth of the Barça identity.

Expressions such as “Passió”, “Orgull”, “Família”, “Identitat” and “Sacrifici” quickly emerged.

These words helped paint a collective portrait of the blaugrana spirit.

Rather than using a traditional sponsor message, Uber allowed the community to define the campaign from within.

OOH Execution: A Giant Hand-Painted Billboard in Barcelona

What started online soon moved into the streets of Barcelona.

Uber unveiled a giant hand-painted billboard on Ronda Universitat, transforming its logo into the word “Culer”.

The mural incorporated many of the expressions shared by fans, turning the billboard into a public definition of what it means to belong to the Barça community.

Created alongside Gavi, the piece became the campaign’s visual centerpiece and gave the city a collective symbol of blaugrana pride.

The result was outdoor advertising that felt local, emotional and deeply connected to the cultural fabric of Barcelona.

Campaign Film: Gavi Brings the Story to Life

The billboard was supported by an audiovisual piece starring Gavi.

The film documented the creation of the banner and its transformation into the central symbol of the campaign.

By showing the process behind the artwork, the campaign gave fans a stronger connection to the final piece.

The activation was amplified through FC Barcelona’s channels and by profiles closely connected to the Blaugrana community, including Can Putades, Guillem Viladoms and Archie Ted.

This helped carry the campaign from the physical streets of Barcelona into the wider social conversation.

Local Pride: Why the Campaign Feels Authentic

For Pablo Cachón and Patricia Medeiros, Creative Directors at Ogilvy Madrid, working with FC Barcelona and Gavi allowed the campaign to be built from a place of local pride.

The campaign shows how Uber has become more than a service operating in Barcelona.

It positions the brand as part of the city’s everyday life and culture.

This is where the campaign becomes strategically strong: it uses sponsorship not simply as logo placement, but as a way to participate in a shared civic celebration.

Activation: 29 Jerseys Hidden in Uber Vehicles

The campaign concluded with a surprise designed for Barça fans across the city.

Uber hid 29 commemorative champion jerseys signed by Gavi inside Uber vehicles operating throughout Barcelona.

The number was intentional.

Each jersey represented one of FC Barcelona’s 29 league titles.

By turning regular Uber rides into a city-wide hunt, the brand extended the campaign from awareness into participation.

Why the Campaign Works

The campaign works because it combines fan participation, local identity and physical media in a way that feels organic to the moment.

First, it begins with a simple emotional question that only the fans can answer.

Second, it transforms those answers into a highly visible OOH statement in the heart of Barcelona.

Third, it extends the celebration through Gavi, FC Barcelona’s channels and an Uber ride experience that rewards fans directly.

Instead of behaving like a sponsor looking for attention, Uber entered the celebration through the language of the supporters.

Final Reflection: A Sponsorship That Speaks Like the Fans

Uber’s culer campaign shows how a brand can use outdoor advertising to participate in culture without overpowering it.

By turning fan voices into a hand-painted billboard, giving Gavi a central role and hiding signed jerseys throughout the city, Uber created a campaign that felt celebratory rather than commercial.

For brands connected to sports, the lesson is clear.

The strongest sponsorships do not only show up next to the passion.

They find a way to speak from inside it.