The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2022 One Show - Cultural Driver

The Breakaway

Agency BBDO Belgium / Brussels + Walkie Talkie / Gent + / Sint-Niklaas + Red Eagle Productions / Dordrecht

Client Decathlon


Cultural Driver

Annual ID


About the Work

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. Instead of telling people sport changes lives, we actually changed the life of six people through sport. And showed the entire country - and judicial system how virtual sport can become a tool for reintegration.

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. We also told the story of how the project changed their lives. In a podcast, we documented how riding online with others changed their life one pedal stroke at a time.
Apple Music:

Journalists even interviewed the prisoners during a ride on Zwift.
In may 2020, famous triathlete John McAvoy, a former bankrobber, organised a group ride on Zwift, inviting thousands of Zwifters to ride together with the prisoners.
In September 21, The Breakaway team challenged a team of lawyers, judges and the Minister of Justice for a race: The Breakaway vs. Team Justice. It was streamed live on Decathlon’s facebook channel. Watch the full stream with uk subtitles here: Original post here:

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.
After racing them live on Facebook on September 14, the Minister of Justice decided to expand the Breakaway project to all Belgian prisons. (as announced live at the end of the livestream on September 14). Using eCycling as a tool for reintegration.

2022 Awards

Total Points: 3




BBDO Belgium / Brussels

PR / Marketing Agency

Walkie Talkie / Gent

Production Company / Sint-Niklaas
Red Eagle Productions / Dordrecht

Art Director

Tom Jacobs


Frederik Clarysse

Creative Director

Jan Dejonghe


Loes Fierens

Social Media Manager

Kim Leunen

Account Director

Bram De Vidts

Head of Production

Patricia Van De Kerckhove

Account Manager

Alexander Neesen
Evelyn Savels

Chief Commercial Officer

Eva De Gendt

Content Leader

Michael D'hooge

National Campaign Leader

Julie Nevejan
Thomas Lejeune-Debarre

Prison Director

Pieter Van Caeneghem


Kathleen Van de Vijver

Sports Deputy

Heather Loontjens

Related Awards





Follow Us