CEZ (Evryo): Oltenia Marathon 2023 - Turn back time for nature
Description/Preview: An integrated communication campaign for the energy sector with a sustainability component.
Categories: Energy
Expertise: Communication strategy, Content development, Digital marketing, Sustainability
Communication context
Did you know that the planet's resources for a year are finite? In 2023, August 2 was the day the planet exhausted its resources for that year. For another five months, we borrowed resources from the following year... and remained in debt. Climate change, loss of biodiversity, deterioration of habitats, are all irreversible results of man's actions.
Time could not be turned back to correct the mistakes, but we had a chance to sound the alarm.
The Oltenia Marathon promotes two of the most environmentally friendly sports with minimal impact on the environment — running and cycling — and the philosophy of the 11th edition of the event was “1 with nature, 1 with sport”. For us, it was both a statement and a mission. A campaign through which CEZ Romania reaffirmed that sports performance becomes even more valuable when it is doubled by caring for the environment.
“Athletes for Nature”is a platform that provides the necessary tools to “save” and “give back time” for the Earth by presenting environmentally responsible behaviors in various contexts closely related to the practice of sports: means of transport used for training, nutrition, choice of sports equipment, actions to raise awareness in communities.
Idea and amplification: PR tactics
Race for Earth: symbolic run to protect the environment
To give an example to other sports lovers, Larisa Iordache, the well-known Olympic gymnast, Radu Restivan, athlete and founder of 321sport #RunningCulture, together with Ondrej Safar, CEO of CEZ Romania, participated in a unique race: they ran a kilometer with their backs, as a symbol of the fact that time cannot be turned back and that the actions of each of them One of us matters.
Race for Earthaimed to inspire the public to adopt responsible behaviors during and after sports training, in order to prolong the life of the planet. This gesture was also repeated during the Oltenia Marathon, where the CEO of the company, Ondrej Safar, together with Dana Govoreanu, the national champion in athletics, ran the last 500 meters of the race with their backs trail run, amplifying the message for the participants of the event.
Marathon 2042: AI exhibition on the effects of climate change
(images from the existing AI execution page)
Also, at a time when artificial intelligence is increasingly present in real life, the Oltenia Marathon has been reimagined by AI in the context of 2042. The images thus obtained depicted a future in which athletes run among mountains of garbage, through dry or flooded areas, in landscapes devastated by the effects of climate change.
The exhibition Marathon 2042, created by artificial intelligence, was located in OOH (out-of-home) points characterized by heavy traffic and urban congestion, but also in a dedicated exhibition area, during the two days of the event.
The exhibition was promoted on television and radio stations, in the online environment, on social networks of the supporters of the campaign, but also in the national and international press.
Frequently asked questions:
1/ What is the Oltenia Marathon and what sports does it promote?
The Oltenia Marathon is an annual sporting event that promotes two of the most environmentally friendly sports with minimal impact on the environment: running and cycling. The event also has a strong social responsibility and environmental protection component.
2/ What is the “Athletes for Nature” platform?
“Sports for Nature” is an initiative launched by CEZ Romania (now Evryo Group) during the Oltenia Marathon, which provides resources and examples of environmentally responsible behaviors: choosing sustainable transport for training, responsible nutrition, environmentally friendly sports equipment and involvement in communities.
3/ What is “Marathon 2042” and how was it achieved?
“Marathon 2042” is an exhibition created with the help of artificial intelligence, with images that illustrate a future affected by climate change: arid areas, floods, mountains of garbage and environmental degradation, all in the context of a marathon. The exhibition was presented in high-traffic locations and dedicated spaces during the event, being promoted on TV, radio, online and in the national and international press.
