Drive the change

CUPRA by Paolo Pellegrin

Drive the change

  • Photojournalist Paolo Pellegrin, a member of the prestigious Magnum Photos agency, travelled to Greenland to capture the CUPRA Formentor e-HYBRID in harmony with nature
  • The collaboration between CUPRA and Pellegrin, #DriveTheChange, aims to raise awareness about climate change and the importance of preserving the environment
  • In Pellegrin’s images, the Formentor e-HYBRID reflects the power of nature, and at the same time, its fragility

Greenland is one of the most extreme places on the planet. It’s also where renowned photojournalist Paolo Pellegrin embarked on a journey in the CUPRA Formentor e-HYBRID, to photograph the car’s interaction with the landscapes. This is #DriveTheChange, in collaboration with the Magnum Photos agency to raise awareness about the importance of preserving nature.

-72ºN 40ºW. Greenland is an island of intense contrasts. With almost 80% of its surface covered by ice, and a maximum temperature of 10 ºC, only some of its coastline reveals its rocky essence and the immensity of the tundra. CUPRA and Pellegrin chose this setting to highlight the impact of climate change.

-A different perspective. Sacrificing speed for sustainability, Pellegrin and a small team travelled within Greenland on a postal ship that was already in the region. During the journey, the photographer portrayed the power of the CUPRA Formentor e-HYBRID in harmony with this extreme environment. The car reflects nature’s power and at the same time its fragility. 

-The Pellegrin method. For two weeks last summer, the team was immersed in the local culture and had the chance to visit different coastline villages and the Kangerlussuaq glacier, the biggest on the eastern part of the island, side by side with the locals. Natural light is key to Pellegrin’s work, and he made the most of it thanks to the 20 hours of sunlight during Greenland’s summers. This enabled him to spend more time conceptualising and achieving his images, making detailed sketches before each photograph.

-Focus on nature. #DriveTheChange is a way to make climate change visible and raise awareness of the importance of protecting nature by focusing on it. With their beauty and latent emotion, the snapshots are an appeal to highlight the impact of global warming, a message that is in line with CUPRA’s commitment to electrification.

CUPRA HQ Communications

Elisabet Anglada
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Rocío Soria
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Gemma Solà
TV and Media Activations
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