This award was created to mark the achievements of participants in the preparation and holding of the Olympic Games in the area of social, environmental, and economic development, and also for assisting in the popularization of the ideas and principles of sustainable development among the general public. The projects of partner companies of Sochi 2014, urban and territory administrations, state company Olimpstroy, and non-commercial organizations participated in the contest. The best of the best were selected by the expert jury for Towards the Future! award, consisting of Vitaly Smirnov, member of the International Olympics Committee from Russia, Aleksandr Tkachev, Governor of Krasnodar Territory, Anatoly Pakhomov, Head of Sochi Administration, Vladimir Lukin, President of the Paraolympics Committee of Russia, and Dmitry Chernyshenko, President of the Organizing Committee of Sochi 2014, and also representatives of relevant ministries and institutions of the Russian Federation, experts in sustainable development and Ambassadors of Sochi 2014 - renowned athletes and artists.

More than 20 organizations and 46 projects strove for victory in 10 award nominations for 2012. Sberbank’s Olympic projects were mentioned in as many as three nominations.

Red Rocks became The Best Project on Working with Young People. It is a unique global music project which permits the maximum amount of Russians to be involved in the Olympic movement and compose the Sochi 2014 Fans’ Anthem with participation of everyone who wishes to do so.

The Green Marathon project took the second place in the nomination The Best Integrated Project of the Year. It was mentioned for its sports, health-improvement, and environmental components.

In the nomination The Best Project in Modern Technologies Sberbank’s Olympic Project (sochi2014.sberbank.ru) became an award winner.

Gennady Musienko, Deputy Chairman of South-West Head Office, Manager of the Central Office No. 1806 of Sochi took part in the awards ceremony.