The Breakaway

Agency: BBDO


In a maximum security prison in Oudenaarde, Belgium, Decathlon launches “The Breakaway”. The first eCycling team for prisoners. They will be riding and racing with people from the outside world, on the virtual cycling platform Zwift. The initiative is part of Decathlon’s broader vision to make sport accessible for all. The Breakaway was created in collaboration with “De Rode Antraciet” vzw, a non-profit advocating sports & culture within prisons, Cellmade, and the Belgian Department of Justice.

This professional campaign titled 'The Breakaway' was published in Belgium in April, 2021. It was created for the brand: Decathlon, by ad agency: BBDO. This Integrated medium campaign is related to the Public Interest and Retail Services industries and contains 1 media asset. It was submitted about 3 years ago.


Advertising Agency: BBDO, Belgium
Creative Director: Arnaud Pitz, Sebastien De Valck, Jan Dejonghe
Associate Creative Director: Frederik Clarysse
Creative: Frederik Clarysse, Tom Jacobs
CCO: Eva De Gendt
Accounts: Bram De Vidts, Evelyn Savels
Strategy & Media: Kim Leunen
Design: Wim Esteban De Dobbeleer, Elena Haniotakis, Jorrit Michiels
FR copy: Vincent Abrams
NL copy: Frederik Clarysse, Debby De Ridder
Head of RTV: Patricia Van De Kerckhove
Agency Producer: Loes Fierens
Editor: Anton Ceuppens
Digital Project Director: Wouter Has
Digital Project Manager: Quentin Donckerwolcke
Front-End Developer: Jerome De Boysere
Digital Development Director: Jonathan Pardon
Social & Technology expert: Matthias Andriessen
PR agency: Walkie Talkie PR
PR team: Jana Snoeck, Andrew Vassallo, Maureen Richard
Partners: Gevangenis Oudenaarde, Rode Antraciet, Cellmade, FOD Justitie
Partner contacts: Heather Loontjens, Pieter Van Caeneghem, Kathleen Van De Vijver
Production company film: Fledge & BBDO productions
Creative Partner: Diederik Jeangout
Executive Producer: Roeland Jeangout
Line Producer: Francis Bosschem
Director: Sidney Van Wichelen
DOP & grading: Virgil Leclercq
1st A.C.: Patrick Nishimwe
Gaffer: Theo Fernandez
Grip: Tim Roels
Sound Engineers on set: Mathias Van Gasse, Piet Van Steelandt
Sound studio: Klankwerk
Sound engineer: Thomas Houthave



Sign up for our newsletter

Don't miss out. Receive our free weekly newsletter to learn about the best creative work from all around the globe. We're keeping your email safe and confidential.