A publishing house that publishes guidebooks of the planets that will welcome us once the Earth is no longer habitable, due to pollution and climate change: Planets B is lhe communication campaign launched by the Iren Group on the occasion of the Turin International Book Fair 2022 to raise awareness of the responsible use of resources and to put the need to lead the ecological transition at the centre of the debate.

The aim is to provoke reflection on how much each person's daily behaviour can influence our tomorrow, fully in line with the payoff and objective of the Iren Group: “We shape our tomorrow, every day”.

The Industrial Plan @2030 has ambitious and important goals on the topic of ecological transition, with 12.7 billion in planned investments. Our challenge, when it comes to communication, is to try to best translate the impact our strategies have on citizens, communities, territories.

Francesco Castellone, Director of Communications and External Relations Iren Group

Provoking to reflect: the objective of Planets B

Planets B represents an innovative and disruptive mode of communication, an “editorial” provocation that stems from a very simple reflection: sometimes the Planet is treated without enough respect, almost as if it were certain that once the Earth was destroyed, there would be another world ready to host mankind somewhere out there, in the sidereal space. Therefore, during the Book Fair, at the stand of the “fake” publishing house Planets B were distributed to visitors to the Fair - free of charge and in a limited edition - the tourist guides to the 8 planets of the solar system with information on what to visit, what to eat, and even moving tips.

Testimonial of the initiative is the actress Matilda De Angelis who, through a number of social ads with a futuristic setting, presented the series of guides, citing as examples of content a Full Moon Party on the moons of Jupiter or a spa itinerary in the Baths of Mars.

Awards & Prizes:

July 2022 / MediaKey

19th Press, Outdoor & Promotion Key Award

Award for the category "Integrated Campaigns".

May 2023 / BC&E Festival of ADC Group

BRAND SUSTAINABILITY AWARDS 2023

Silver in the category "Environmental Sustainability" and special mention of the jury as "Best Creative Idea".