Title	THE BREAKAWAY: THE FIRST ECYCLING TEAM FOR PRISONERS
Brand	DECATHLON
Product/Service	SPORTS GEAR
Category	C01. Brave Brands
Entrant	BBDO BELGIUM Brussels, BELGIUM
Idea Creation	BBDO BELGIUM Brussels, BELGIUM
Media Placement	BBDO BELGIUM Brussels, BELGIUM
Media Placement 2	SEMETIS Brussels, BELGIUM
Media Placement 3	Decathlon Brussels, BELGIUM
Production	FLEDGE Brussels, BELGIUM
Production 2	ERACINGTV Brussels, BELGIUM

Name	Company	Position
Frederik Clarysse	BBDO Belgium	Creative
Tom Jacobs	BBDO Belgium	Creative
Debby De Ridder	BBDO Belgium	Copywriter
Loes Fierens	BBDO Belgium	Agency Producer
Bram De Vidts	BBDO Belgium	Account Director
Evelyn Savels	BBDO Belgium	Account Manager
Alexander Neesen	BBDO Belgium	Account Manager
Wim Esteban De dobbeleer	freelance	Designer
Elena Haniotakis	BBDO Belgium	Designer
Kim Leunen	BBDO Belgium	Strategist
Anton Ceuppens	BBDO Belgium	Editor
Mathieu Schots	BBDO Belgium	Sound Engineer
Thomas Houthave	Klankwerk	Sound Engineer
Jasper Vanhauwaert	BBDO Belgium	Editor
Eva De Gendt	BBDO Belgium	Chief Commercial Officer
Patricia Van De Kerckhove	BBDO Belgium	Head of Production
Jan Dejonghe	BBDO Belgium	Creative Director
Thomas Lejeune Debarre	Decathlon Belgium	National Marketing & Communication Director
Michael D'hooge	Decathlon Belgium	Content Leader
Julie Nevejan	Decathlon Belgium	Leader national campaigns
Wing Tji Liu	Decathlon Belgium	Social Media Manager
Heather Loontjens	De Rode Antraciet	Sports Deputy
Pieter Van Caeneghem	Oudenaarde Prison	Prison Director
Kathleen Van De Vijver	Federal Justice dept	Spokeswoman
Andrew Vassallo	Walkie Talkie	PR expert
Jana Snoeck	Walkie Talkie	PR Account Manager
Maureen Richard	Walkie Talkie	PR Account Manager
Lieven Anthonise	eracingtv	Director
Witten Anthonise	eracingtv	Director
Sidney Van Wichelen	Fledgetv	Director
Leon Van Bon	Zwift	Representative The Netherlands & Belgium
Wouter Has	BBDO Belgium	Digital Project Director

Why is this work relevant for Creative Strategy?

Decathlon’s purpose is to make sport accessible to all. They wanted to act concretely to show that the emotions of sport are indeed accessible even to people who wouldn’t dare to dream about it. So they made the brave choice to go where no brand dares to go: prison. They founded the first eCycling team for prisoners, an ongoing initiative that allows prisoners to ride online with people from the outside world on the Zwift platform. Reconnected with society from behind bars.

Background

Sport has many benefits. Not only on a health level, but also on an emotional and mental level. Decathlon’s purpose is to make sport and its benefits accessible to all. Even when it seems impossible. During the lockdowns in 2020 and 2021, we all felt a bit like prisoners. In the spring of 2021, Decathlon wanted to make “freedom” its central theme. We wanted an activation that demonstrated how sport can liberate people and fits in the company’s vision of making sport accessible.

Interpretation (30% of vote)

Spring is a period that is commercially important for Decathlon. It is also the start of the cycling season in Belgium, so a link with cycling seemed logical. Next to sales, however, they also needed to boost their image in order to be top of mind in this period. So the messaging of the campaign needed to underline that sports has a huge impact on people, and even society. We targeted regular sporters. They have heard the story about the power of sport and how it changes lives many times before. We felt a compelling need to actually change lives through sport. To make sport accessible in the most impossible environment, with a maximum societal impact.

Insight / Breakthrough Thinking (30% of vote)

In recent years, virtual sports, particularly cycling has made a spectacular development. Zwift’s virtual platform has changed indoor cycling completely, allowing people from all across the globe to ride together. We wanted to make this sport accessible in the toughest possible environment: prison. An environment where it’s often impossible to sport. And to go online is even unthinkable. We actually changed lives instead of talking about changing lives. And then told this unique story via online videos, a live race and a documentary podcast.

Creative Idea (20% of vote)

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.

Outcome / Results (20% of vote)

The Breakaway project showed the real power of a virtual sport. It was discussed by all mainstream media in Belgium, and the international cycling press. In combination with the social reach by Decathlon, this reached over 15 million people and earned around 1.3 million in free media attention. In may, John McAvoy, ex-bankrobber and now an acclaimed pro triathlete, organized an official group ride on Zwift, creating a social event with hundreds of cyclists riding with the prisoners. 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.