(Finance) – A publishing house that publishes tourist guides of the planets that will welcome us once the Earth is no longer livable, due to pollution and climate change. It is about Planets B, the new communication campaign that the Iren Group is promoting in the form of an editorial project on the occasion of the Turin International Book Fair. The goal – explains Iren in a note – is to launch a strong message with a great emotional impact that focuses on the themes of its industrial strategy: the responsible use of resources and the need to better guide the ecological transition. A message aimed at inducing everyone to reflect on how much everyone’s daily behavior can affect our tomorrow, in full line with the payoff of Iren’s new positioning, “we shape tomorrow every day”.
Planets B – highlights the note – represents an innovative and disruptive mode of communication, a provocation that arises from a very simple reflection: sometimes the Planet is treated without too much respect, almost as if one were certain that once the Earth was destroyed there was another world ready to host men somewhere out there in sidereal space.
At the stand of the “fake” publishing house Planets B will be distributed to visitors of the Show free of charge, in a limited edition, tourist guides on the 8 planets of the solar system with indications on what to visit, what to eat, up to the advice for moving.
Testimonial of the initiative is theactress Matilda De Angelis who, through some social spots with a futuristic setting, will present the series of guides citing as examples of contents a Full Moon Party on the moons of Jupiter or a spa path in the Terme di Mars.
“The Industrial Plan @ 2030 – affirms the Director of Communication and External Relations of the Iren Group, Francesco Castellone – has ambitious and important objectives on the theme of ecological transition, with 12.7 billion in planned investments. Our challenge, in terms of communication, is to try to best translate the impact that our strategies have on citizens, communities, territories. The International Book Fair, of which Iren is a sponsor, seemed to us an excellent opportunity to field a colorful and ironic tone of voice, with the aim of raising awareness of a specific target, very attentive to environmental sustainability issues. The commercials starring Matilda De Angelis, which will animate the stand during the Salone, add value to the entire operation, thanks also to her stage presence “.
“We dramatized an uncomfortable truth that we tend to forget: our planet – he declares Leagas Delaney, the agency that carried out the campaign – has limited resources. Iren was very courageous to set up this initiative where the exceptional nature of the idea is coupled with the urgency of danger “.