Sony Music

Rosalía

And then there was LUX. This is how a cultural moment is made.

The launch of LUX couldn't be a conventional event: it had to live up to Rosalía's universe.

The idea was
to turn Gran Vía and Callao into a cultural stage:

a live warm-up, a blackout of every screen and a 33-minute countdown that ended with Rosalía's appearance and Madrid lit up with the album cover.

Rosalía laughing among the crowd on Gran Vía on the night of the LUX launch

Rosalía raising her arm, surrounded by fans holding up their phones

Rosalía running down the street in a white skirt

The result was a
media and social
explosion:
thousands of people in the street, massive conversation online and a launch that went from ad to iconic pop culture moment.

Screens on the Asociación de la Prensa building in Callao showing the LUX cover

Awards: c de c; Bronze
: Inspirational; Gold
: Wina; Silver
: AMKT; Gold
: Silver
: OOH Lovers; Silver x 2
: Evento Plus; Gold