For Gruppo CAP, we envisioned a future that’s not so far away. Maybe.
Gruppo CAP asked us to launch its first podcast: The Source. A podcast that imagines a future Italy where an unforeseen water crisis leaves everyone without water, including the surprisingly affected wealthy city of Milan.
The challenge: launching a climate-fiction podcast
The Source is a climate-fiction podcast, that the client asked us to launch through a multichannel communication campaign aimed at generating awareness of the project and driving listeners to tune in.
The idea: bringing everyone to 2035.
To launch The Source, we used a time machine to project our communication into 2035, the year in which the events of the climate-fiction podcast take place.
The execution: Redesigning a desert city
First, we imagined being in iconic locations in Milan during the water crisis. From this starting point, we created the TV campaign and video ads for the launch.
The fake decree
Then, we published a fake decree, dated July 8, 2035, in which we suspended the water supply due to the ongoing water crisis.
We sent activists to the streets
During the same period, we sent fake activists outside supermarkets, encouraging people to prevent a new 2035 from happening.
We created a guerrilla campaign with a spoiler of the ending
Through a series of floor stickers placed along the streets of Milan, we provided the solution to the problem, indicating the deep underground water source as the way to return to normality.
To wrap up the story: the contest
Finally, at the end of the podcast, we launched a contest inviting listeners to bring their own story to life in a climate-fiction book.
We spice it all up with a website
We created and launched a website with all the information about the podcast, its episodes, and fake newspaper reviews directly from 2035.
