What does it Mean to be a Culer? Uber and Gavi Turn Fans' Answers into a Campaign Celebrating LaLiga

Jun. 14, 2026

What does it mean to be a culer? That was the question FC Barcelona player Pablo Gaviria, better known as Gavi, posed to fans alongside Uber after Barça secured its second consecutive LaLiga title under Hansi Flick. What followed was a celebration built entirely around supporters’ voices. Their answers inspired a giant hand-painted billboard in the heart of Barcelona, an audiovisual piece starring Gavi, and a city-wide hunt for 29 unique signed champion jerseys hidden inside Uber vehicles across Barcelona.

Created by Uber and Ogilvy Spain, the initiative was driven by a clear ambition: for Uber to take part in the celebrations not as an outside sponsor but as another culer. As FC Barcelona’s Official Mobility Partner, the brand wanted to pay tribute to the emotional bond between the club and its fans by putting both Gavi and the supporters themselves at the centre of the story.

Arnau Gouénard, Head of Marketing at Uber & Uber Eats Spain said:

"At Uber, we are very proud to be an official partner of FC Barcelona. Through this campaign, we wanted to celebrate another Barça success while paying tribute to a club that goes far beyond sport, forming part of the identity and pride of the city of Barcelona."

 

It all started with a question

The campaign kicked off on social media when Gavi asked fans a simple question: “What does being a culer mean to you?” Thousands of supporters shared what the club means to them and the values they associate with being part of the Barça community.

Words such as “Passió” (passion), “Orgull” (pride), “Família” (family), “Identitat” (identity), and “Sacrifici” (sacrifice) quickly emerged, helping paint a collective picture of the blaugrana spirit. Those responses became the creative foundation of the campaign.

Bringing blaugrana pride to the streets

What started online soon found its way into the city itself. Uber unveiled a giant hand-painted billboard on Ronda Universitat, transforming its logo into the word "Culer" and incorporating many of the expressions shared by fans. The piece, created alongside Gavi, turned those concepts into the campaign's visual centrepiece, gifting the urban space a collective definition of what it means to be a culer.

The action was accompanied by a campaign film starring Gavi that documents the creation of the banner and its transformation into the campaign's central symbol. The conversation, conducted in partnership with FC Barcelona and amplified across its channels, was also spread through profiles with a strong connection to the Blaugrana community — such as Can Putades, Guillem Viladoms, and Archie Ted — helping carry the initiative from the streets to social media.

Pablo Cachón and Patricia Medeiros, Creative Directors at Ogilvy Madrid said:

“Partnering with an institution like FC Barcelona and a player as beloved as Gavi has allowed us to build from a place of local pride. It shows how Uber has become more than a service operating in Barcelona; it's part of the city's everyday life and culture.”

 

29 jerseys hidden in Uber vehicles

The campaign concluded with an activation designed to surprise Barça fans. The brand hid 29 commemorative champion jerseys signed by Gavi inside Uber vehicles operating throughout Barcelona. The number was no coincidence — one jersey for each of the club's 29 league titles.

Passengers lucky enough to discover one during their ride also received a personalised thank-you note inviting them to share their experience and join the wider conversation sparked by the campaign.

A city-wide celebration

The campaign was completed with a multichannel rollout that included digital out-of-home advertising during the champions’ parade, print placements, social media content, and Spotify audio spots inspired by everyday conversations between Barça supporters.

With this initiative, Uber demonstrates how a global brand can connect meaningfully with a local community by embracing its culture, celebrating alongside its people, and giving fans a genuine voice in the story being told.