London International Awards
2022 Winners and Finalists
Bronze
Digital
Sports
Entrant: | BBDO Belgium, Brussels |
Brand: | Decathlon |
Title: | "The Breakaway" |
Corporate Name of Client: | Decathlon Belgium |
Head of Client Services: | Eva De Gendt |
Client Marketing Director: | Thomas Lejeune-Debarre |
PR Company: | Walkie Talkie |
Agency: | BBDO Belgium, Brussels |
Associate Creative Director: | Frederik Clarysse |
Creatives: | Frederik Clarysse/Tom Jacobs |
Copywriter: | Debby De Ridder |
Agency Head of Production: | Patricia Van De Kerckhove |
Agency Producer: | Loes Fierens |
Agency Account Director: | Bram De Vidts |
Agency Account Managers: | Evelyn Savels/Alexander Neesen |
Production Company: | Fledge.tv |
Director: | Sidney Van Wichelen |
Editors: | Jasper Vanhauwaert/Anton Ceuppens |
Sound Design Company: | Klankwerk |
Description:
We set up a unique collaboration with the Federal Justice Department, Oudenaarde Prison and De Rode Antraciet vzw, a nonprofit that advocates sport and culture in prisons.
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.
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. In a podcast, we documented how riding online with others changed their life.
In an epic race streamed live on Facebook by Decathlon, they even competed with a team of judges, lawyers, prison guards and the Minister of Justice.
After racing them live on Facebook on September 14, the Minister of Justice decided to expand the Breakaway project to all Belgian prisons. In collaboration with Decathlon, all prisons will be equipped with eCycling in the coming years.
The live event was broadcast in Dutch (Flanders) and French (Walloon part) on Decathlon Belgium’s Facebook channel.