Decathlon - "The Breakaway" by LIA 2022
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| 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 | Subscribers Only |
| Story | Subscribers Only |
| Media Type | Case Study |
| More Information | Subscribers Only |
| Creative Team | Fr....ik Cl....se Subscribers Only |
| Creative Team | ..m J...bs Subscribers Only |
| Copywriter | D...y .e R...er Subscribers Only |
| Production Company Producer | L..s F....ns Subscribers Only |
| Account Director | B..m .e V...s Subscribers Only |
| Account Manager | E...yn S...ls Subscribers Only |
| Account Manager | Al.....er N...en Subscribers Only |
| Strategist | ..m L...en Subscribers Only |
| Designer | ..m .e Do.....er Subscribers Only |
| Designer | E...a Ha.....kis Subscribers Only |
| Chief Creative Officer | ..a .e G...t Subscribers Only |
| Creative Director | ..n De....he Subscribers Only |
| Editor | A...n Ce....ns Subscribers Only |
| Editor | J...er Va......ert Subscribers Only |
| Sound Engineer | T...as Ho....ve Subscribers Only |
| Director | S...ey ..n Wi....en Subscribers Only |
| Director of Photography (DOP) | V...il L....rq Subscribers Only |
| Live Stream | W...en An.....se Subscribers Only |