- 15/07/2022
The Breakaway
Pieter Claeys, Creative & Copywriter at TBWA/Chiat/Day New York, Jury President of the Creative Belgium Awards 2022: "The breakaway is a perfect example of how Belgian agencies can make a difference with brave ideas. Linking your brand with prisoners is a brave move of Decathlon. We don't realize it, but Belgium is quite progressive on that matter. Doing something with prisoners in the States is a whole different story. The idea doesn't need a fully integrated 360° campaign and a huge media spend to shine. A brave idea (set prisoners free through sports) combined with a perfect and smart execution was enough to make it travel the world. It's the kind of idea a jury member still remembers after having watched 200 case studies. An idea that generates discussion. The kind of idea that works like a shot of caffeine when you're watching an endless series of campaigns in a jury room. This campaign has 'brave little Belgium' written all over it.”
- Cannes Lions (2022)
- Grand Prix, PR
- Grand Prix, Creative Strategy
- Silver, Creative Strategy
- Bronze, Entertainment For Sport
- Bronze, Media
- Bronze, Brand Experience
- Creative Belgium Awards (2021)
- Grand Prix, PR
- Gold, Media
- Gold, Corporate Purpose
- Silver, Brand Experience
- Silver, Digital
- Bronze, Integrated
- Agency: BBDO Belgium
- Brand: Decathlon
- Creative Director: Jan Dejonghe
- Creative: Frederik Clarysse, Tom Jacobs
- Copywriter: Debby De Ridder
- Digital: Lieven Anthonise, Witten Anthonise, Wouter Has
- DOP: Virgil Leclercq
- Director: Sidney Van Wichelen
- Designer: Wim Esteban De Dobbeleer, Elena Haniotakis
- Editor: Jasper Vanhauwaert, Anton Ceuppens
- Sound: Thomas Houthave, Mathieu Schots
- Account: Bram De Vidts, Evelyn Savels, Alexander Neesen, Eva De Gendt
- Client: Julie Nevejan, Michael Dhooge, Thomas Lejeune-Debarre (Decathlon), Leon Van Bon Oudenaarde (Zwift), Heather Loontjens, Pieter Van Caeneghem (Prison)
- Agency Producer: Loes Fierens, Patricia Van De Kerckhove
- PR: Walkie Talkie
- Production Company: Fledge
- Production Company Producer: Francis Bosschem
