The Breakaway
Award: Graphite Pencil
Graphite Pencil / Media / Collaboration / 2022
Award: Wood Pencil
Wood Pencil / Gaming / Experiential
Award: Wood Pencil
Wood Pencil / Digital / Use of XR
Award: Shortlist
Shortlist / PR / Entertainment
In a maximum security prison in Oudenaarde, Decathlon launched the first eCycling team for prisoners. The unique partnership saw Decathlon provide prisoners with clothes and equipment, including bicycles and trainers, to use in Zwift, a virtual world where 3 million cyclists race and ride together. The initiative allowed them to ride with people from the outside world for the first time as anonymous athletes instead of being labelled a prisoner or an outcast. The ongoing project continues to forge a connection between prisoners and the rest of society.
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