SEAT Leon: Born in the Sun

Born in the Sun

As SEAT’s iconic model, the launch of the fourth generation Leon was an important brief. Inspired with the exuberant Barcelona vibe in mind, the Leon is a true product of its environment. Beautifully designed, young spirited and conceived with real heart, the pressure was on to share the new Leon, and Barcelona, with the world.

Local hero, global soul.

“Barcelona inspires our attitude” Alejandro Mesonero, Director of Design for SEAT

Ironically, the Leon’s provenance was our challenge when launching the car. How do we take something so beautifully Barcelona-esque and turn it into a relevant feeling, globally successful campaign for multiple markets?

Sunny is a state of mind.

Rather than trying to change, we discovered that the secret was actually to lean into our provenance. So we did. And in the process we discovered that what makes Barcelona Barcelona and the Leon the Leon, is our optimistic, spirited outlook that shapes life & design. Something we can all appreciate, whether you’re in Barcelona, Berlin or Bordeaux.