Make the Paris marathon carbon neutral whilst creating a spectacle for marathon runners and spectators with a guerilla marketing campaign for Schneider Electric.
176 Pavegen tiles installed along the Champs-Élysées on the last 25 metre stretch. Marathon runners competed against each other on the final sprint to generate the most energy. The energy created was displayed on a large screen and powered LED signage beside the race in real time.
The race accumulated over 40,000 footsteps. The PR stunt received worldwide coverage in news outlets including The Guardian, Bloomberg and the National Observer. Digital social media traffic also crashed the Schneider Electric press office.