Cycling platform setsprisoners virtually free

The Creative Strategy Grand Prix has gone to the brilliant and inspiring “The Breakaway: The First eCycling Team For Prisoners” by BBDO Belgium for Decathlon.

Using virtual cycling platform Zwift, inmates from a maximum-security Belgian prison cycle and interact with people in the outside world — a life-changing experience that has had a significant impact on the mental-health of the participants. In fact, so positive have the results been that the initiative has now been extended to all Belgian prisoners.



Creative Strategy jury president Chrissie Hanson, global chief strategy officer at OMD, said:

“Great work should move people to think differently and spark a broader discussion about inclusivity. This work does that brilliantly. It also opens up a debate about fairness and empathy.”

Hanson also offered an insight into the process of picking the winner of the Creative Strategy category: “We were looking for that killer combination of purpose, profit and play. But perhaps most importantly, we wanted to see work that sent a motivating signal to other brands and was brave. We wanted to see campaigns that had a broad appeal and that were scalable and sustainable.”