You don’t need to be an activist or a hero to be aware of the shopping opportunities in your city. It’s perfectly normal; it’s your streets, your people and the stores you’ve know all your life. There are also new stores opening up. You feel like passing by and checking out what they have to offer.
It’s perfectly normal: the good, the bad, the familiar… you like your city. It’s yours.
We thought about all of this while developing the city branding campaign "M’agrada Rubí!" (I like Rubi!) for this medium-sized city in the surroundings of Barcelona. Most of the people from Rubi, most of its citizens, love and feel a very personal attachment to their city. They can be critical to the point of being sarcastic, but deep down they are very connected to their little bit of earth under the sun.