This Kraft Heinz baby food campaign powerfully highlights Italy's falling birth rate

Film for Plasmon created via Dude is the tale of the last baby born in Italy

Published On
Feb 16, 2023

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Plasmon, the Italian Kraft Heinz baby food brand, powerfully draws attention to Italy's plummeting birth rate in a new short film that imagines the story of the last baby to be born in Italy.

Italy’s birth rate has declined every year since 2008 and in 2022 it fell below the 400,000 threshold: a drop of over 25% when compared with births in 2011, with ensuing social, cultural and economic consequences. The film, "Adamo," unfolds in 2050 and imagines the consequences of this demographic crisis being ignored for decades by the country. 

Created by indie creative agency Dude and directed by Beppe Tufarulo, the mockumentary-style story details how Adamo was born into an empty maternity ward. We see him growing up with out playmates or siblings with only his parents trying to teach him how to play the normal games of childhood. There are also interviews with a midwife and nursery school teacher whose jobs no longer exist.  The film concludes with an interview with demographer Alessandro Rosina, who has long predicted this apocalyptic scenario, in which discusses the consequences of ignoring the problem.

The campaign aims to start a conversation around the birth rate crisis and lobby to introduce national policies that support parenthood while, at the same time, putting pressure on institutions and the Italian government to change regulations. It's supported by a website,, where users can explore the reasons behind the falling birth rate.  Both individuals and companies can also sign “Adamo’s pledge”, a collective commitment that will support Plasmon’s effort in engaging the institutions and push to change some of the policies that deter Italians from having children.

The film was launched today in Milan at a press conference bringing together a team of senior government officials, organisational policy makers and social experts. In addition to the film, which will live online, a print campaign will run in Italy's national press. Dentsu handled media.

“It is becoming increasingly necessary for brands to take a stand on relevant social issues and start implementing concrete projects to trigger change," said Francesco Meschieri, head of marketing at Plasmon, in a statement. "Plasmon, which has been at the side of parents in Italy for more than 120 years, cannot consider demographic decline as an exogenous variable and wants to highlight and address the various problems affecting young people and new families. The Adamo 2050 platform has the ambition of bringing both companies and institutions around the same table, with the aim of being able to formulate tangible proposals that guarantee everyone, should they so desire, the possibility of building a family.”

"As a country we have been ignoring the demographic winter for too long," added Livio Basoli, executive creative director and partner at Dude.  "Adamo is Plasmon’s wake-up call to the whole country and, in particular, to the people who can actually make a difference.”



Feb 16, 2023
Client :
Client :
Kraft Heinz
Agency :
DUDE Milan
Managing Director & Vice President Marketing :
Konstantinos Delialis
Head of Marketing :
Francesco Meschieri
Head of Brand :
Sheila Bagattini
Junior Brand Manager :
Eleonora Branca
CCO & Partner :
Livio Basoli
CCO & Partner :
Lorenzo Picchiotti
Senior Art Director :
Andrea Afeltra
Senior Copywriter :
Alessia Cassarino
Art Director :
Alessandro Borrelli
Copywriter :
Cecilia Panisi
Strategy Director :
Marco Mammino
Strategic Planner :
Grazia Zucchiatti
Client Director :
Elena Panza
Account Director :
Giulia Borina
Senior Account Manager :
Giorgia Livia Pacchiarini
Integrated Production Director :
Matteo Pecorari
Senior Producer :
Maria Chiara Muglia
Producer :
Ramona Linzola
Producer :
Michele Pasini
Production Manager :
Comlan Ahianvi
Junior Production Coordinator :
Francesca Di Donna
Editor :
Federica Ruggeri
Post-Production Supervisor :
Seba Morando
Post Producer :
Miriam Ottina
Junior Post Producer :
Silvia Brignoli
Motion Graphic Designer :
Gabriele Frigimelica
Head of Events and Special Projects :
Laura Boy
Event Manager Assistant :
Martina Augelli
Event Manager Assistant :
Sofia Buzzini
Digital Pr Manager :
Vittoria Caron
International PR Manager :
Zoe Brooks
Director :
Beppe Tufarulo
Johan Florez
Set Designer :
Marco Fernando Monti
Sound Engineer :
Massimiliano Santillo
Colorist :
Claudio Beltrami
Soundtrack :
Massimo Martellotta
Sound Design & Mix :
Tommaso Barbaro
Sound Editor :
Luca Canzano
Post-Production Audio :
PR :
Media Agency :
Client Partner :
Renata Cozzi
Client Leader :
Laura Enriquez
Client Consultant :
Francesco Ferla Lodigliani
Partner :
Andrea Tridente
Leader :
Silvia Calà
Consultant :
Angela Zago
Junior Consultant :
Giorgia Kirschner
Brand Experience Director :
Silvia Garagnani
Client Director :
Barbara Damonte
Client Executive :
Mattia Fundarò
Senior Influencer Marketing Manager :
Maricla Cuomo
Influencer Marketing Specialist :
Federica Facchini
Technical Project Manager :
Francesco Ceron
Technical Project Manager :
Marta Francioso
SEO Manager :
Francesca Redaelli
SEO Consultant :
Leonardo Cristiano
SEO Consultant :
Antonino Spanò

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