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Web Film
Kraft Heinz: Adamo 2050
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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 (546,607). As the third oldest country in the world, this is the lowest recorded birth rate since unification in 1861. This is, and has been for years now, a serious issue for the country with consequences that range from social and cultural to economic ones. Plasmon, Italy’s leading baby food brand, part of The Kraft Heinz Company, has launched Adamo 2050, a true story from the future. The campaign focuses on the story of the last child born in Italy in 2050 following a demographic crisis ignored for decades by the country. The campaign aims to start a serious conversation to collaborate and introduce national policies that support parenthood while, at the same time, putting pressure on institutions and the Italian government to change the regulations. Leading the creative is a moving eight minute ‘mockumentary’ short film ‘Adamo' set in the year 2050. Created by independent creative agency DUDE, the aptly named Adamo is a three year old boy, the last child to be born in Italy due to the extinct birth rate. We see how Adamo was born into an empty maternity ward, we meet his ‘lonely’ new-parents, a midwife and nursery teacher whose jobs no longer exist. Finally, expert Demographer Alessandro Rosina, who had for long predicted this apocalyptic scenario, discusses the consequences of ignoring the problem. The campaign is supported by website adamo50.com where users can go deep dive into the causes that have led Italy to be last in the European ranking for births. 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 regulations. Adamo launches with a press conference being held in Milan on 16th February bringing together a team of senior government officials, organisational policy makers and social experts such as Eugenia Maria Roccella (Minister for Family), Giuseppe Sala (Mayor of Milan), Gigi De Palo (President of Birth Foundation), Alessandro Rosina (Professor of Demography and Social Statistics Cattolica University) and Konstantinos Delialis (Managing Director & Vice President Marketing Kraft Heinz). Please see Notes to Editors for the full list of dignitaries.
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