Plasmon predicts Italy's ageing apocalypse
The Kraft Heinz owned baby food brand releases an eye-opening, futuristic mockumentary aiming to raise awareness of the country's declining birth rates.
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Credits
View on- Agency DUDE/Milan
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- Director Beppe Tufarulo
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Credits
View on- Agency DUDE/Milan
- Director Beppe Tufarulo
- Chief Creative Officer Livio Basoli
- Chief Creative Officer Lorenzo Picchiotti
- Senior Art Director Andrea Afeltra
- Director of Production Matteo Pecorari
- Senior Producer Maria Chiara Muglia
- Post Producer DUDE/Milan
- Post Producer DUDE/Milan
- Audio Post Fullcode
- Producer Michele Pasini
- Editor Federica Ruggeri
- Colorist Claudio Beltrami
- Sound Designer Tommaso Barbaro
- DP Johan Florez
- Audio Mixer Massimiliano Santillo
- Composer Massimo Martellotta
- Sound Designer Luca Canzano
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency DUDE/Milan
- Director Beppe Tufarulo
- Chief Creative Officer Livio Basoli
- Chief Creative Officer Lorenzo Picchiotti
- Senior Art Director Andrea Afeltra
- Director of Production Matteo Pecorari
- Senior Producer Maria Chiara Muglia
- Post Producer DUDE/Milan
- Post Producer DUDE/Milan
- Audio Post Fullcode
- Producer Michele Pasini
- Editor Federica Ruggeri
- Colorist Claudio Beltrami
- Sound Designer Tommaso Barbaro
- DP Johan Florez
- Audio Mixer Massimiliano Santillo
- Composer Massimo Martellotta
- Sound Designer Luca Canzano
Italy is the third oldest country in the world, with birth rates steadily declining since 2008. With these statistics in mind, baby food brand Plasmon has released this fictional, yet alarmingly realistic documentary, in collaboration with creative agency DUDE.
The harrowing film, directed by Beppe Tufarulo, is set in the year 2050. It follows the story of Adamo, the last child to be born in Italy. Through interviews with his lonely parents, school teachers and midwives, whose roles are now almost entirely redundant, we see the grave consequences of this apocalyptic, but worryingly possible, scenario.
The campaign aims to start a serious conversation and introduce national policies that support parenthood while, at the same time, putting pressure on institutions and the Italian government to change their regulations, before it's too late.
