| Title | The Breakaway |
| Brief | In a maximum security prison in Oudenaarde, Belgium, we launched the first eCycling team for prisoners. Decathlon provided them with clothes and equipment (bikes, trainers, …) to cycle on Zwift, a virtual world where 3 million cyclists race and ride together. We put their schedules online so everyone could join their rides and take their wheel. Enabling them to ride with people from the outside world for the first time. As anonymous athletes instead of being labeled a prisoner or outcast. The project is ongoing, permanently reconnecting them with society from behind bars. We also told the story of how the project changed their lives. Instead of doing an interview in prison, journalists interviewed the prisoners during a ride on Zwift.In may 2020, famous triathlete John McAvoy, a former bankrobber, organised a group ride on Zwift, riding together with the prisoners.In September 21, we created a third campaign moment. The Breakaway team challenged a team of lawyers, judges and the Minister of Justice for a race: The Breakaway vs. Team Justice. It was streamed live on Decathlon’s facebook channel. |
| Agency |
BBDO Belgium
|
| Campaign |
The Breakaway
|
| Advertiser |
Decathlon
|
| Brand |
Decathlon
|
| Posted | November 2021 |
| Business Sector | Sportswear
|
| Story | In a maximum security prison in Oudenaarde, Belgium, we launched the first eCycling team for prisoners. Decathlon provided them with clothes and equipment (bikes, trainers, …) to cycle on Zwift, a virtual world where 3 million cyclists race and ride together. We put their schedules online so everyone could join their rides and take their wheel. Enabling them to ride with people from the outside world for the first time. As anonymous athletes instead of being labeled a prisoner or outcast. The project is ongoing, permanently reconnecting them with society from behind bars. We also told the story of how the project changed their lives. Instead of doing an interview in prison, journalists interviewed the prisoners during a ride on Zwift.In may 2020, famous triathlete John McAvoy, a former bankrobber, organised a group ride on Zwift, riding together with the prisoners.In September 21, we created a third campaign moment. The Breakaway team challenged a team of lawyers, judges and the Minister of Justice for a race: The Breakaway vs. Team Justice. It was streamed live on Decathlon’s facebook channel. |
| Media Type |
Case Study
|
| More Information | http://decathlonbreakaway.be/ |
| Creative Team |
Frederik Clarysse
|
| Creative Team |
Tom Jacobs
|
| Copywriter |
Debby De Ridder
|
| Production Company Producer |
Loes Fierens
|
| Account Director |
Bram De Vidts
|
| Account Manager |
Evelyn Savels
|
| Account Manager |
Alexander Neesen
|
| Strategist |
Kim Leunen
|
| Designer |
Wim De Dobbeleer
|
| Designer |
Elena Haniotakis
|
| Chief Creative Officer |
Eva De Gendt
|
| Creative Director |
Jan Dejonghe
|
| Editor |
Anton Ceuppens
|
| Editor |
Jasper Vanhauwaert
|
| Sound Engineer |
Thomas Houthave
|
| Director |
Sidney Van Wichelen
|
| Director of Photography (DOP) |
Virgil Leclerq
|
| Live Stream |
Witten Anthonise
|