For Gruppo CAP, we launched The Source, a climate-fiction podcast set in a near-future Italy — 2035 — facing an unprecedented water crisis. The goal was to build awareness and drive listenership, transforming the podcast into an immersive experience that invites audiences to reflect on the future of water.
We extended the campaign directly into the narrative world of the podcast. TV spots and video ads depicted a drought-stricken Milan. A fictional 2035 government decree announced a complete water shutdown. Activists took to the streets, while urban guerrilla actions revealed spoilers of the story’s ending. A dedicated website featured fake reviews written from the future. The campaign culminated in a public contest inviting audiences to create and submit their own climate-fiction stories.
Creativity and concept
TV and digital campaign
Guerrilla marketing and on-the-ground activations
Dedicated website development
Content creation and storytelling
