Can a virtual sport help inmates reintegrate into the real world?

6 inmates from Oudenaarde prison race with thousands of riders on the outside world, in the virtual world of Zwift.

They challenge themselves to go for it. To become better.
Better than other riders, and better than themselves.

Sport can free people.
Replace negative thoughts with positive thoughts.
Sport is freedom. Even when you’re stuck between four walls.

Client: Decathlon
Agency: BBDO
Creatives: Frederik Clarysse & Tom Jacobs
Director: Sidney Van Wichelen
Music & Sound: Klankwerk