Solar Impulse - Prêt à Voter
Solar Impulse needed to bridge the gap between proposed environmental solutions and actual legislative implementation. They aimed to empower newly elected French MPs and engage the public to overcome political inertia and spur tangible, "eco-realist" legislative action.
Creative Idea
Solar Impulse pre-drafted environmental laws, turning solutions into ready-to-vote legislative proposals for MPs.
Solar Impulse created "Prêt à Voter" - 50 pre-drafted legislative proposals based on 1400 eco-realism solutions - to empower newly elected French MPs to enact tangible environmental change, bridging the gap between ideas and action amidst political inertia and public discourse.
The Legislative Copywriting That Became Real Law
577 Targets and Zero Waste
This initiative is widely regarded as the most precise B2B campaign in history, treating exactly 577 newly elected MPs as the entire market. To ensure the message was impossible to ignore, Publicis Conseil and The Juice by Prodigious produced a limited edition physical book containing 50 pre-drafted legislative proposals. These were not mere suggestions - they were legally sound amendments and bills written by experts, distilled from a database of over 1,400 certified clean solutions. Each book was accompanied by a personal letter from Bertrand Piccard, the explorer and psychiatrist who famously completed the first solar-powered flight around the world.
From Storytelling to Storydoing
The campaign successfully bridged the "knowing gap" - the space between agreeing on climate change and knowing how to draft technical legislation. Creative leaders Marco Venturelli and Maud Robaglia focused on "eco-realism," the philosophy that environmental solutions must be economically profitable to gain political traction. This shift from "storytelling" to "storydoing" resulted in three laws being adopted word-for-word by the French National Assembly, covering urban geothermal energy, floating solar panels, and sustainable agricultural energy.
A Masterclass in Tactical Media
Beyond the direct mail to the National Assembly, Publicis Media Connect deployed strategic OOH and DOOH ads in high-traffic areas around Paris to create public pressure. The strategy worked - nine additional proposals moved to the French Senate, and the initiative expanded internationally with submissions to the Swiss Parliament and the European Union. As Jury President noted, the brilliance lay in the production of a "product" so ready for use that all the government had to do was pull out a piece of paper and pass a law.
Creative Strategy Deconstructed
Company
Solar Impulse possessed deep scientific and legal expertise, enabling them to credibly transform complex environmental solutions into actionable legislative drafts.
Category
Environmental advocacy often presented problems or abstract solutions, but rarely provided concrete, ready-to-implement legislative proposals for policymakers.
Customer
Newly elected MPs sought to make an impact but faced legislative inertia, needing concrete, pre-prepared tools to enact environmental change effectively.
Culture
A significant political turnover in France, alongside increasing environmental awareness, created a cultural moment ripe for new, actionable legislative initiatives.
Company
Solar Impulse possessed deep scientific and legal expertise, enabling them to credibly transform complex environmental solutions into actionable legislative drafts.
Category
Environmental advocacy often presented problems or abstract solutions, but rarely provided concrete, ready-to-implement legislative proposals for policymakers.
Strategy:
Empower new policymakers with actionable legislative tools to overcome inertia and drive environmental change.
Customer
Newly elected MPs sought to make an impact but faced legislative inertia, needing concrete, pre-prepared tools to enact environmental change effectively.
Culture
A significant political turnover in France, alongside increasing environmental awareness, created a cultural moment ripe for new, actionable legislative initiatives.
Strategy:
Empower new policymakers with actionable legislative tools to overcome inertia and drive environmental change.
Results
A campaign raised public attention. 3 laws adopted by the French National Assembly: one on urban geothermal energy, one on floating solar panels, and one on sustainable agricultural energy. 9 laws are currently under review. The initiative is being prepared for the European Union. Media mentions across various French news outlets including franceinfo, La Tribune, Les Echos, RTL, BFM TV, CNEWS, radiofrance, Paris Match, Les Echos PLANETE, EFE Verde, TV5 Monde, and Figaro. Figaro described it as "Fascinating." News quotes include "Modernize the legislative framework to achieve the energy transition in time.", "When the climate changes the laws must follow.", "There are legislative brakes that must be removed.", "50 turnkey legislative recommendations to modernize the legislative arsenal.", "Lending a hand to policy makers.", "An incredible number of proposals.", "An in-depth analysis of the legislatives and regulatory barriers and how to resolve them.", "To inspire legislation that will benefit the environment and the economy.", "50 legislative proposals that would only have to be voted on.", "Modernizing French legislation and accelerate the ecological transition.", "An innovative and federating approach to accelerate the ecological transition in France.", "Need a regulatory boost.", "50 initiatives that could change France."
3
laws adopted
9
laws under review
50
ecological innovations transformed into draft laws
Strategy Technique
Build an Utility, Not an Ad
Instead of just raising awareness, Solar Impulse created a practical tool - pre-drafted laws. This utility directly addressed the legislative bottleneck, empowering MPs to act on environmental solutions.
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Creative Technique
Turn Message into Product
Solar Impulse transformed abstract environmental solutions into tangible, pre-drafted legislative proposals. This turned their "eco-realism" message directly into a practical tool for MPs, making it actionable.
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Craft Breakdown
This campaign's craft is exceptional in its audacious yet highly strategic idea, which transformed complex climate solutions into an actionable legislative toolkit, compelling policymakers through intelligent design and targeted distribution.
The conceptual and physical design of the "Prêt à voter" book, from its serious yet accessible presentation to its clear internal structure, was essential in establishing its legitimacy and usability as a legislative instrument.
The meticulous craft of translating complex scientific innovations and legal requirements into 50 concise, actionable, and legally sound draft laws required highly specialized and precise copywriting.
The campaign's remarkable impact stems from the synergistic blend of a truly innovative idea, carefully crafted legislative proposals, and the strategic design and distribution of a tangible tool for change.
