LLLLITL's video: Solar Impulse - Pr t Voter case study

Solar Impulse, led by explorer Bertrand Piccard, is dedicated to addressing environmental challenges by promoting pragmatic and economically viable solutions, known as "eco-realism." Amidst the noise of environmental discourse, eco-realism offers a calm yet effective approach often drowned out by more passionate voices. To bridge the gap between problems and solutions, Solar Impulse took a unique approach. Over two months, legal and scientific experts collaborated to transform ideas into concrete legislative proposals, named "prêt à voter" or "ready-to-vote," for presentation to the French Parliament. These pre-drafted laws were distributed to all 577 newly elected MPs, providing them with tools for constructive debates and spurring tangible legislative action. BACKGROUND In the face of the environmental crisis, Solar Impulse curated 1400 practical solutions in "Ready to Vote." Through a precise B2B campaign, we aimed to bridge the gap between ideas and action, empowering stakeholders to enact substantive change. IDEA The brainchild behind our initiative was coined "Pret à Voter" or "Ready-to-Vote." Rather than merely disseminating environmental concepts to the public, we took a proactive step to dismantle a crucial barrier to implementation: we pre-drafted the legislation required to enact these ideas. These 50 "Pret à Voter" proposals served as the conduit for our vision, not only targeting newly elected MPs but also engaging the broader public through out-of-home (OOH) displays and a compelling social media campaign carrying the slogan "as the climate changes, laws should too." STRATEGY We engaged with newly elected MPs across party lines, benefiting from one of the largest turnovers in the French National Assembly since World War II. These fresh faces, poised to leave a mark, encountered the sluggish pace of French legislation. We intervened by furnishing each of them with pre-drafted "ready-to-vote" laws and amendments, expediting the legislative process and igniting substantive debate. To fuel this discourse, we targeted public opinion and the Assembly through out-of-home (OOH) displays, social media campaigns, and television interviews featuring Bertrand Piccard. Our pragmatic approach to shaping the future garnered significant attention from journalists, encapsulated by the slogan "as the climate changes, laws should too." EXECUTION The campaign debuted on July 5, 2022, a significant date following the appointment of new deputies to the National Assembly. Initially, we dispatched the "Prêt à Voter" to all 577 deputies, accompanied by a letter from Bertrand Piccard elucidating our strategy. Subsequently, we launched an out-of-home (OOH) and digital out-of-home (DOOH) campaign strategically positioned near the National Assembly and high-traffic areas in Paris. Additionally, a targeted social media initiative aimed at the new deputies complemented our approach. RESULTS The campaign yielded tangible and immediate results, diverging from the conventional discourse of influencing attitudes and alerting environmental influencers. Instead, it facilitated the swift overhaul of laws in France and Europe, circumventing the sluggish legal process. To date, three legislative proposals from Prêt à Voter have been seamlessly integrated into the Renewable Energy bill by the French Government. Momentum for substantial change persists, with nine additional ready-to-vote proposals currently under deliberation in the Senate. Furthermore, one proposal is undergoing scrutiny in the Swiss Parliament, while an environmental law has been submitted to the European Union. AWARDS Cannes Lions 2023 - 1 Gold, 1 Silver and 1 Bronze in Direct - 1 Gold in Print - 1 Gold in Sustainable Development Goals - 1 Silver in Outdoor - 1 Bronze in PR Eurobest 2023 - 1 Gold in Outdoor - 1 Silver in Print - 1 Bronze in Direct - 1 Bronze in PR CREDITS Brand: Solar Impulse. Advertising Agency: Publicis Conseil, Paris. Production: The Juice by Prodigious, Paris. Media: Publicis Media Connect, Paris. Publicis Conseil CEO/CCO: Marco Venturelli. CCO: Marco Venturelli. Head of Art: Maud Robaglia. Head of Planning Strategy: Alastair Maclean. Art Director: Steven Daout, Rick Andersen. Project Manager: Emmanuelle Monset. Graphist: Pierrick Lamoureux. Solar Impulse Chairman of the Foundation: Bertrand Piccard. Director of Corporate Communication: Michèle Piccard. Press Officer & Communication France: Fabienne Lemaignen. Communication Campaigns Coordinator: Alessandro Gaillard. Director of Public Affairs France: Myriam Schwartz. Public Affairs Officer: Sixtine Morin. Video copyright: Cannes Lions (canneslions.com) and The Work (lovethework.com).