Design and development of the campaign “Rubí s’ho val” (Rubí is worth it”) for the Council of Rubí. This municipal initiative arose in light of the urgent need to promote and reactivate local commerce, through the creation of consumption tokens for special discounts of which the residents of Rubí can benefit if they do their Christmas shopping in the stores that have joined the campaign. These tokens can be acquired via the digital platform rubishoval.cat. To develop the claim and underscore the campaign’s message, we have chosen to play a pun with the concept “val”. On the one hand, it refers to the discount tokens, on the other it empowers the idea that doing your shopping in Rubí, your town, is worthwhile.