# Philip Morris Italia cigarette-free vision campaign

> Developing situation record from CLSTR: https://clstr.news/situations/philip-morris-italia-cigarette-free-vision-campaign
> Updated: 2026-10-23T06:56:51.000Z. Sources: 12. Developments: 2.

Philip Morris Italia and DUDE collaborated to produce ‘Non Oggi’, an auteur short film directed by and starring Sergio Castellitto. Presented at the Rome Film Festival, the film uses a narrative set in the future to spark debate regarding the possibility of eliminating traditional cigarettes in Italy by 2035.

The story follows a character visiting a museum of obsolete objects where a cigarette is displayed as a relic of the past. Pasquale Frega, President and CEO of Philip Morris Italia, stated that Italy could become the first major country to achieve this goal, noting that success requires the involvement of politics, science, and education. Castellitto described the project as using forgotten memories as the ‘cement upon which you build the future’ to initiate a social and cultural dialogue.

## Timeline

### 2026-10-23: Sergio Castellitto presents “Non Oggi” at Rome Film Festival

Sergio Castellitto debuted the short film “Non Oggi” at the Rome Film Festival, depicting a future where traditional cigarettes are obsolete relics to promote a debate on their elimination by 2035.

2 sources. https://clstr.news/cluster/sergio-castellitto-presents-non-oggi-at-rome-film-festival

### 2026-10-22: Philip Morris and Sergio Castellitto promote cigarette-free Italy vision

Actor Sergio Castellitto and Philip Morris Italia have released a short film, ‘Non Oggi’, to promote the goal of a cigarette-free Italy by 2035.

10 sources. https://clstr.news/cluster/philip-morris-and-sergio-castellitto-present-film-on-cigarette-free-italy-by-2035

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Cite as: Philip Morris Italia cigarette-free vision campaign. CLSTR, https://clstr.news/situations/philip-morris-italia-cigarette-free-vision-campaign