Trending PR Campaigns
The best PR campaigns right now, ranked by coverage. Updated daily.
Back
Not Today: Museum of Lost Memories
Saturday 26th September, 2026
At the Rome Film Festival, Philip Morris Italy presented “Not Today”, a short film directed by Sergio Castellitto. Its hook is a museum of obsolete everyday objects, where a cigarette is displayed as something no longer used in Italy by 2035—framing the company’s smoke-free ambition through an intimate story of love and memory.
Why it worked: It turned a polarising policy goal into a concrete, date-stamped visual (a cigarette behind glass, “obsolete by 2035”) premiered at a major festival with an auteur frontman.
The lesson: Consider staging your future promise as a tangible exhibit with a specific deadline, unveiled at a credible cultural venue with a known storyteller.
Philip Morris Italy
Dude
2 Sources:
Coverage over time
How this story spread across the media
| Publication | Headline | Date |
|---|---|---|
| irishdentist.ie | Sergio Castellitto at the Rome Film Festival with "Non Oggi": the short film about a world without cigarettes - IrishDentist.ie | Saturday 26th September, 2026 |
| adnkronos.com | ‘Not Today’: Castellitto’s short film on the push for a smoke-free Italy by 2035 | Friday 23rd October, 2026 |