Current advertising saturation, along with the fragmentation of audiences for the proliferation of new channels and media, being emerge new forms of commercial communication in Spain, growing every year.

To that end, we painted every house in the village in the Smurfs' blue - even the church and the graveyard - using more than 10,000 litres of paint, 50 painters, including all the unemployed people of the village, to convert Júzcar into the first village to change its colour entirely to promote and launch 'The Smurfs 3D' movie.

This village was visited in summer by more or less 300 people. But during the months of July and August of this year, it was visited by over 50,000 tourists from around the world. We had a free media coverage worth more than €6m only in Spain and €19m euros all around the world (and it´s still growing). 'The Smurfs 3D' movie has been the best Sony Pictures release of the year in Spain and the unemployed people of the village have been hired by the painting company indefinitely.