Debby De Ridder Creative Content Leader

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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.

AWARDS

Cannes Lions

MADEIT CREDITS

  • BBDO BelgiumClient
  • Alexander NeesenAccount Manager
  • Anton CeuppensEditor
  • BBDO BelgiumAgency
  • Bram De VidtsAccount Director
  • Elena HaniotakisDesigner
  • Eva De GendtChief Creative Officer
  • Evelyn SavelsAccount Manager
  • Frederik ClarysseCreative Team
  • Jan DejongheCreative Director
  • Jasper VanhauwaertEditor
  • Kim LeunenStrategist
  • Loes FierensProduction Company Producer
  • Sidney Van WichelenDirector
  • Thomas HouthaveSound Engineer
  • Tom JacobsCreative Team
  • Virgil LeclerqDirector of Photography (DOP)
  • Wim De DobbeleerDesigner
  • * Cannes Lions Winners 2022
  • * Debby De RidderCopywriter

The Breakaway

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