This Store Sells ‘Products of Tomorrow,’ for When Climate Change Really Gets Bad

Don't forget your sunscreen

Headshot of Angela Natividad

In our most recent episode of World in Crisis (not a real thing, just the reality show we live in), the American administration opted to withdraw from the Paris climate agreement—something that’s ironically been good for getting people to talk about the state of the planet, and even take action. (Shout-out to and NatGeo!)

But the act also raises bigger questions about whether other superpower countries can be trusted to hold up their end of the bargain. This matter has become relatively urgent, given we’re about two and a half minutes to midnight on the ol’ Doomsday Clock.

To highlight the problem, and alert Brazilians to what our fate may be if global warming ticks on unchecked, the Nature Conservancy Brazil launched Products of Tomorrow, a Facebook store in which you can pre-order products to prepare you for the future.

The products include basics like sunscreen, water and an apple—but closer inspection reveals they’ve got a lot more to say about the state of the future than appearances might suggest.

The sunscreen, for example, is SPF 350+, the kind of overkill you’ll probably need when, in 2070, the earth is warmer by 4°C.

Meanwhile, “low-acidic rain water,” icky by our standards, is a luxury item that hails from 2037, when two-thirds of the planet’s population will have limited access to potable water.

Lastly, an apple composed of 3 percent fruit portends the year 2080, when “growing organic foods will be almost impossible.”

In a slickly produced, tongue-in-cheek way, the campaign, created by agency Africa, seeks to “explore the bright side of a dystopian world.”

The website offers people the chance to pre-order these products, but when you do, a message pops up that reassures us we don’t need them … yet. You’re then invited to share them on social networks.

“Finding Nature’s solutions to climate change is a global priority for the Conservancy, and in Brazil, we are already working on several projects to ensure we have a plan,” says Grazielle Dib, marketing manager at the Conservancy in Brazil. “It’s important that society understands how pressing the problem is, and do its part, too.”

Title: Products of Tomorrow
Client: The Nature Conservancy Brazil
Product: Institutional
Agency: Africa
CCO: Sergio Gordilho
Creative Directors: Matias Menendez / Sergio Gordilho
Copywriters: Felipe Ribeiro / Mateus Coelho / Rodrigo Barbosa
Art Directors: Henrique Folster / Felipe Cury / Maso Heck
Head of Design: Filipe Birck
Illustrator: Henrique Folster
Product Designer: Henrique Folster
Interactive Art Director: Rafael Darri
Design & Motion Designer: Matteus de Faria Vilas Boas
3D Artist: Eduardo Gomes – PerfecPixel
Case Film Soundtrack Artist: Fabio Smeili
Project Creative Director: Monique Lopes Lima
Project Manager: Mila Battistoni
Project Producer: Eliot Tosta
Client Services: Julia Newman
Media: Luiz Fernando Vieira
Agency Producers: Rodrigo Ferrari / Stella Gafo / Eduardo Machado
Director: Gleeson Paulino
Director of Photography: Gleeson Paulino
Animation: Nitroglicerina
Editing: Gleeson Paulino / Guilherme Akira
Post Production: Nitroglicerina
Sound Design: DaHouse Audio
Sound Production: Lucas Mayer Silvio Erne
Voice Over: Natalie Lawton / Simone Kliass
Mixing: Rodrigo Deltoro

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@luckthelady Angela Natividad is a frequent contributor to Adweek's creativity blog, AdFreak. She is also the author of Generation Creation and co-founder of Hurrah, an esports agency. She lives in Paris and when she isn't writing, she can be found picking food off your plate.