What started as a movie set, ended providing identity features to a small Spanish village.
After Sony’s Smurf Village proposal, the inhabitants started to feel like Smurfs themselves. Although Sony promised to paint the picturesque village white again after the campaign, the inhabitants found out that being a Smurf is not bad at all. It’s interesting to see how a simple marketing stunt changes the economical prospects of a small village. We’ve seen this kind of urban coloring stunts before, but this strikingly shows that marketing logic works for city-making as well. It’s time to add a new chapter to our marketing is urbanism trend.