THE BREAKAWAY: THE FIRST ECYCLING TEAM FOR PRISONERS
| Title | THE BREAKAWAY: THE FIRST ECYCLING TEAM FOR PRISONERS |
| Brand | DECATHLON |
| Product/Service | SPORTS GEAR |
| Category |
G07. Corporate Purpose & Social Responsibility |
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Entrant
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BBDO BELGIUM Brussels, BELGIUM
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Idea Creation
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BBDO BELGIUM Brussels, BELGIUM
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Media Placement
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BBDO BELGIUM Brussels, BELGIUM
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Media Placement 2
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SEMETIS Brussels, BELGIUM
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Media Placement 3
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Decathlon Brussels, BELGIUM
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Production
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FLEDGE Brussels, BELGIUM
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Production 2
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ERACINGTV Brussels, BELGIUM
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Credits
| 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 Media?
Since 2015, Zwift has become a game changer when it comes to indoor cycling. It turned training indoors on rollers into an immersive social experience where millions of cyclists can ride together in a virtual world.
Decathlon Belgium used this unique platform and turned into a tool that reconnects prisoners with society.
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.
Describe the creative idea / insights (30% 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.
Describe the strategy (20% of vote)
We wanted regular sporters to have an emotional connection with the Decathlon brand.
Instead of telling people sport changes lives, we actually changed the life of six people through sport.
In Oudenaarde, the heart of international cycling, we used the Zwift platform, allowing six prisoners to ride online with other cyclists for the very first time. In an environment that only judged them on their performance on the bike, not on their past.
To show the outside world how sport changes lives, we an emotional launch film where the prisoners tell about their connection to cycling. We let them tell their side of the story in a podcast, and broadcast their ultimate race live on Facebook.
Describe the execution (20% of vote)
Special permission was given by the Federal department of Justice and Oudenaarde prison, to allow the prisoners to go online for the first time in history.
Decathlon provided the equipment needed to ride on Zwift. To guarantee anonymity the prisoners’ Zwift avatars were named John Doe 1-6, the term for a defendant who remains anonymous in legal dossiers. The faces and identity of the prisoners were not shown in any way.
The Breakaway was launched on march 31, 2021. From that moment, the prisoners started training and participating in races, preparing for a challenge on September 14, 2021: a race against a team of lawyers, prison guards, judges and the Minister of Justice.
Between march and september, a podcast documented how the project changed their lives.
The race was streamed live on Decathlon’s Facebook channel in a broadcast with commentary by the country’s most famous cycling commentator, Renaat Schotte.
List the results (30% 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.
Please tell us how the brand purpose inspired the work
Decathlon’s purpose is to make sport accessible to all. By removing all the barriers (time, distance, price,…) one might have to start exercising.
This project is an ultimate example of making sport accessible. We gave even those behind bars access to an online world that makes millions of Zwifters fitter every day.