In 2004 wind energy company Gamesa Energy UK announced plans to erect a 40-meter test mast in a field outside the Welsh village of Llanfynydd.

The villagers value their seclusion, and the area is home to three endangered bird species — the red kite, the curlew, and the skylark.

So they changed the town’s name to Llanhyfryddawelllehynafolybarcudprindanfygythiadtrienusyrhafnauole, which means “a quiet beautiful village, an historic place with rare kite under threat from wretched blades.”

At 66 letters, this surpassed Anglesey’s Llanfairpwllgwyngyllgogerychwyrndrobwllllantysiliogogogoch as the longest place name in the United Kingdom, attracting some media attention and free publicity for the village’s battle against the energy company.

The change lasted only a week, but it served its purpose. “It might seem that changing the name of the village for the week is a bit of a joke, but we could not be more serious,” villager Meirion Rees told the BBC. “If our community is to be overshadowed it might as well change its name and its identity.”