Al pianeta teniamo un mondo

Al pianeta teniamo un mondo

Al pianeta teniamo un mondo

CLIENT:

CLIENT:

Ministero dell'Ambiente e della Sicurezza energetica

Ministero dell'Ambiente e della Sicurezza energetica

SERVICE:

SERVICE:

Communication

Communication

Communication

YEAR:

YEAR:

2026

2026

Italy has no shortage of people willing to fight climate change. 73% consider it an urgent issue. 63% believe their everyday choices can make a difference. Yet only 16% are fully aware of the country's environmental investments, and half of Italians question whether those plans will become reality.

Millions are doing their part. But how many believe the country is doing its own?

CHALLENGE

The Italian Ministry of the Environment and Energy Security (MASE) challenged us to make the ecological and energy transition tangible, bringing to light the progress already being made by researchers, businesses and citizens with the Ministry’s support.

Rather than asking Italians to do more, we needed to turn individual commitment into collective confidence, showing them just how much the country was already doing for the planet.

CHALLENGE

The Italian Ministry of the Environment and Energy Security (MASE) challenged us to make the ecological and energy transition tangible, bringing to light the progress already being made by researchers, businesses and citizens with the Ministry’s support.

Rather than asking Italians to do more, we needed to turn individual commitment into collective confidence, showing them just how much the country was already doing for the planet.

SOLUTION

Italians have their own way of doing things. And caring for the planet is no exception. We tapped into this attitude, giving familiar Italian expressions unexpected twists to show just how much we're actually doing. And that's how “Al pianeta teniamo un mondo” (“We care a whole world about the planet”) came to life: a campaign that plays with expectations to celebrate Italy's commitment to the planet.

At its heart was a 30-second TV commercial featuring a young man who personifies an Italy capable of surprising things. From claiming Italians do “zero” for the environment (zero waste, zero emissions) to “saving energy” while relaxing in front of an offshore wind farm, each scene turns an apparently lazy attitude into proof of real environmental progress.

The concept extended into radio, print and digital display, highlighting achievements in renewable energy, circularity and environmental protection.

Because Italians don't just care about the planet.
They have a whole world of ways to show it.

SOLUTION

Italians have their own way of doing things. And caring for the planet is no exception. We tapped into this attitude, giving familiar Italian expressions unexpected twists to show just how much we're actually doing. And that's how “Al pianeta teniamo un mondo” (“We care a whole world about the planet”) came to life: a campaign that plays with expectations to celebrate Italy's commitment to the planet.

At its heart was a 30-second TV commercial featuring a young man who personifies an Italy capable of surprising things. From claiming Italians do “zero” for the environment (zero waste, zero emissions) to “saving energy” while relaxing in front of an offshore wind farm, each scene turns an apparently lazy attitude into proof of real environmental progress.

The concept extended into radio, print and digital display, highlighting achievements in renewable energy, circularity and environmental protection.

Because Italians don't just care about the planet.
They have a whole world of ways to show it.

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