The Business Software Alliance carries out many campaigns to alert organisations to the need to declare software licences. This legal obligation also applies to software editors' partners.
This was an opportunity to create something very different from the campaigns with a harsh, aggressive tone, which were considered to be ineffective, and to make licence declarations and sales contracts into a win-win situation for software editors and partners. The storytelling angle was inspired by the narrative territory of The Little Prince combined with the figure of Dolly, the world’s most famous cloned animal. The direct marketing campaign portrayed the life of an innovation from concept to market, through a playful, child-like approach.