Description
As the official renewable electricity partner of the Paris 2024 Olympic Games, EDF—a provider of 97.8% carbon-free electricity—set out to symbolically and practically showcase the role of clean energy in a carbon-neutral future. The result was a bold reinvention of one of the most iconic symbols of the Games: the Olympic Cauldron.
Believing that electricity is the key to achieving a CO₂-neutral world, EDF designed the first-ever 100% electric Olympic flame. This radical innovation replaced the traditional gas-fueled flame with a clean, carbon-free alternative—delivering powerful symbolism for a new era of sustainability.
Unveiled during the opening ceremony, the electric flame was more than a visual spectacle. Positioned in the heart of Tuileries Garden, it served as an immersive brand experience, drawing millions of visitors over the summer. Whether admired in daylight or rising into view at night, the installation captivated spectators and brought EDF’s commitment to responsible innovation to life.
By turning a centuries-old tradition into a beacon of modern sustainability, EDF proved that even the most sacred symbols can evolve for the betterment of the planet.
This professional campaign titled 'The Flame That Wasn't a Flame' was published in France in June, 2025. It was created for the brand: EDF, by ad agencies: BETC, BETC Paris, and Havas. This Ambient, Design, and Experiential media campaign is related to the Hospitality, Tourism, Industrial, and Public Interest industries and contains 1 media asset. It was submitted 4 days ago by LLLLITL.
Credits
Brand: EDF, Paris.
Chief Executive Officer: Luc Rémont.
Communications Director: Benjamin Perret.
Communications Manager: Mickael Cyngiser.
Advertising Manager: Aurélien Pernot.
Project Director: Pierre Viriot.
Creative Agency: BETC Paris.
President: Bertille Toledano.
Managing Director: Clémence Korber.
Chief Creative Officer: Rémi Babinet, Stéphane Xiberras.
Executive Creative Director: Jérôme Galinha.
Art Directors: Marie-Zelie Duchet, Virginie Krupa.
Designer: Mathieu Lehanneur.
Account Director: Marine Peresse.
Strategy Director: Arnaud Giscard D’Estaing.
Production Company: Atelier Blam, Movement, Falabracks.