CEZ (Evryo): The green power of Neversea - Integrated communication campaign

CEZ (Evryo): The green power of Neversea - Integrated communication campaign

Background: Strategic partnership for the promotion of green energy

CEZ Group in Romania (now Evryo Group), one of the main players in the energy sector, was, in 2019, for the second consecutive year, a partner of the Neversea festival — the second largest music festival in the country.

The collaboration between the two partners marked a new era in the communication between energy and music: one more responsible for the environment and with a “green” attitude.

This came in the context that CEZ Romania owns the largest onshore wind farm in Europe, located in Constanta county, less than 50 km from the beach where the Neversea festival takes place.

Campaign launch: a world premiere

In partnership with CEZ Group in Romania, Neversea aims to become, in 2020, the first music festival in the world powered by green energy, supplied by CEZ Group's wind farm.

A month before the Neversea Festival, to quickly attract the attention of a generation constantly in search of the new, the campaign kicked off with a world-first experience: the first DJ to mix from a wind turbine (at 100 meters altitude) in Europe's largest onshore wind farm — CEZ Wind Park. For the first time in the world, the sound of electronic music was played from the height of a wind turbine, in a set of more than 5 hours, in a unique place. This moment officially announced the green partnership between CEZ and Neversea.

The launch of the campaign also confirmed that the CEZ area was to be the first 100% green zone in the 2019 edition.

Integrated campaign at the festival

We launched the campaign for #GreenGeneration - the open-minded generation, always attentive to the important aspects of the society in which they live and permanently connected to the latest information and trends.

Arrangement of the festival area

The CEZ area of the festival was designed by the well-known architect Alina Vîlcu (from the PROTV show “Turnkey Dreams”), together with a consultant in the field of sustainability, Dhaniel Nora. Together, they have transformed the CEZ area into a green and environmentally friendly space dedicated to #GreenGeneration. The CEZ “oasis” was a welcoming place where visitors could relax and charge their phone with green energy.

The space has been fully supplied with renewable energy and measures have been implemented to prevent and reduce the negative impact on the environment: selective collection of waste and its recycling, replacement of disposable plastic cutlery and dishes with glasses and plates made of recyclable cardboard, disposal of plastic straws, use of reusable decorative elements, etc.

Artistic installation

From the waste collected selectively, CEZ built daily, after each day of the festival, an artistic installation in the form of a diver — “Recycle Art Photo Spot” — which was very successful among the participants.

Interactive activation at the festival

One of the most impressive moments of the festival was the activation from the main stage. Together with the Neversea team and CEZ volunteers, 15,000 paper mortars were distributed to the participants in front of the stage, to create the largest “human wind farm”. The public was urged to raise the paper morsels by a video projected onto the stage screen. Paper windmills, symbols of the wind, were visible everywhere in the festival, even after activation from the main stage.

Initiatives to promote electric mobility

During the festival, CEZ carried out two more green initiatives, based on e-mobility. The first, addressed to the general public, consisted of a collaboration with Selly, the most followed vlogger in Romania, to attract young people from #GreenGeneration. With Selly's help, we promoted the CEZ electric car, offering free rides home to those who answered a few questions about their attitude to green energy.

The second e-mobility initiative was one at sea: boat trips off the Black Sea, organized by CEZ for partners and influencers (including Selly and Andrei Nourescu), under the guidance of the journalist passionate about navigation Lucian Mîndruță.

Prizes won:

• Romanian PR Award,
  • Silver Award for Excellence 2019 (Environmental communication);
• EMEA In2 SABRE Awards 2020,
  • Certificate of Excellence,
  • Best Content Creation for Media Sites (Earned)

Frequently asked questions:

1/ What does a festival powered by green energy mean?
A festival powered by green energy uses exclusively renewable sources, such as wind or solar power, to supply electricity to stages, relaxation areas and technical infrastructure, thereby reducing its carbon footprint.

2/ How does wind energy contribute to environmental protection?
Wind energy is a renewable source that produces electricity without CO₂ emissions, helping to combat climate change and reduce air pollution.

3/ How can the use of single-use plastic be reduced at events?
By replacing plastic cutlery, glasses and plates with recyclable or reusable variants and eliminating items such as plastic straws, organizers can greatly reduce pollution.

4/ What role do eco-initiatives play in educating young audiences?
Interactive activities and experiences related to sustainability engage young people, change their consumption behaviors and encourage them to adopt environmentally friendly habits in the long term.

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