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Daphne Martinou
Creative Director | Copywriter
Spiros Louis was the first-ever Olympic Marathon winner, and the Bréal Cup was awarded to him in 1896 in honor of his victory. The Stavros Niarchos Foundation acquired the cup through an auction in 2012, and since then, it has been on exhibition, free to the public at the Stavros Niarchos Foundation Cultural Center in Athens.
In 2024, the Louvre in Paris requested the cup to be featured in its "Olympism" periodical exhibition about the history of the Olympic Games.
The Brief
Inform the audience about the move of the cup from the Stavros Niarchos Foundation Cultural Center to the Louvre.
The Idea
The cup awarded to an amazing runner moved from Athens to Paris, so what better way to announce that than by running the distance?
For the first time ever in Greece, we collaborated with the popular running app Strava and created a branded virtual challenge, inviting runners to collectively run the 2,454-kilometer distance between the two cities.
The Results
The audience's response exceeded all expectations. We set a record for participants (14,435) and achieved our distance goal 457 times (covering a total of 1,123,197 kilometers).