{
    "title": "Decathlon en Ogilvy Social.Lab bewijzen dat grote sportverhalen beginnen met een kleine prijs",
    "modified_at": "2026-10-15 11:51:19",
    "published_at": "2026-10-15 11:34:00",
    "url": "https://ogilvy-sociallab-brussels.prezly.com/decathlon-en-ogilvy-sociallab-bewijzen-dat-grote-sportverhalen-beginnen-met-een-kleine-prijs",
    "short_url": "http://prez.ly/JYme",
    "culture": "nl_BE",
    "language": "NL",
    "slug": "decathlon-en-ogilvy-sociallab-bewijzen-dat-grote-sportverhalen-beginnen-met-een-kleine-prijs",
    "body": "<p style=\"text-align: left\">Met het najaar en de feestdagen in zicht lanceert Decathlon een nieuwe nationale campagne rond toegankelijkheid en een eerlijke prijs-kwaliteitverhouding. \u200b </p><p style=\"text-align: left\">Voor deze campagne klopte de sportketen aan bij Ogilvy Social.Lab (OSL). Het agency tekende voor zowel de creatie als de productie, ge&iuml;nspireerd door de bekende internettrend <em>&quot;How it started vs. How it&rsquo;s going&quot;</em>. De boodschap is even eenvoudig als motiverend: ook met een bescheiden budget kan iets groots beginnen. </p><div\n    id='gallery-4084059d-d251-4b04-8486-093ebbcccae6'\n    class='release-content-gallery release-content-gallery--layout-contained'\n    data-component='chromatic-gallery,image-zoom-popup'\n    data-chromatic-gallery-padding='S'\n    data-chromatic-gallery-thumbnail-size='XS'\n    data-chromatic-gallery-captions='data:application/json,true'\n    data-chromatic-gallery-photos='data:application/json;base64,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'\n    data-chromatic-gallery-force-full-width='data:application/json,true'\n    data-chromatic-gallery-expand-icon='data:text/plain;base64,PHN2ZyBjbGFzcz0iaWNvbiBpY29uLWV4cGFuZCI+CiAgICAgICAgICAgICAgICA8dXNlIHhsaW5rOmhyZWY9IiNpY29uLWV4cGFuZCI+PC91c2U+CiAgICAgICAgICAgIDwvc3ZnPg=='\n    data-image-zoom-popup-selector='.chromatic-gallery__photo'\n    data-image-zoom-popup-i18n='data:application/json;base64,eyJEb3dubG9hZCI6IkRvd25sb2FkIn0='\n    data-image-zoom-popup-tracking-view-event='Story Image View'\n    data-image-zoom-popup-tracking-download-event='Story Image Download'\n    data-image-zoom-popup-placement='content'\n></div><p style=\"text-align: left\"><strong>Alles begint bij een cijfer</strong><br>\u200bIn de sportwereld draait vandaag zowat alles om cijfers en statistieken: het aantal stappen, afgelegde kilometers, hartslag, minuten op het veld of de eindstand op het scorebord. Achter al die mijlpalen schuilt &eacute;&eacute;n bepalend cijfer: het prijskaartje van de uitrusting waarmee het avontuur ooit begon. </p><p style=\"text-align: left\">Vanuit dat herkenbare inzicht bouwde Ogilvy Social.Lab de campagne op. Nooit eerder werd sport zo fel gedomineerd door data en cijfers &mdash; van hoogtemeters en chrono&#039;s tot gemiddelde snelheden. Maar zonder dat ene startbedrag zou de rest simpelweg niet bestaan. Met deze campagne herinnert Decathlon eraan dat ambitie, inzet en sportieve overwinningen niet duur hoeven te zijn. </p><p style=\"text-align: left\">Aan de hand van een herkenbare, directe en inclusieve beeldtaal slaat de campagne een brug tussen een betaalbaar product en de voldoening, trots en vooruitgang die sporters gaandeweg boeken. </p><div id=\"video-50c35dca-5782-4f42-9874-6b2625a88f79\" class=\"release-content-video release-content-video--embed release-content-video--contained\">\n    <div style=\"max-width: 56vh;\"><div style=\"left: 0; width: 100%; height: 0; position: relative; padding-bottom: 177.5001%;\"><iframe data-iframely-url=\"https://iframely.net/api/iframe?url=https%3A%2F%2Fvimeo.com%2F1236147797%2F868871f372%3Fshare%3Dcopy%26fl%3Dsv%26fe%3Dci%23_cb1792056636&key=8fe6cdec03482ac31f27a6ae8ea2fb3f\" data-img style=\"top: 0; left: 0; width: 100%; height: 100%; position: absolute; border: 0;\" allowfullscreen scrolling=\"no\" allow=\"encrypted-media *;\"></iframe></div></div><script async src=\"https://iframely.net/embed.js\" charset=\"utf-8\"></script>\n</div><p style=\"text-align: left\"><strong>Een 360&deg;-aanpak in aanloop naar de eindejaarsperiode</strong><br>\u200bToegankelijkheid betekent ook oog hebben voor gezinnen en sporters op een moment dat het gezinsbudget vaker onder de loep wordt genomen. Vlak voor de drukke eindejaarsperiode onderstreept Decathlon hiermee zijn vertrouwde rol: sportplezier toegankelijk houden voor iedereen. </p><p style=\"text-align: left\">Om dat verhaal breed neer te zetten, werkte Ogilvy Social.Lab een compleet ecosysteem uit: </p><ul class=\"release-content-list release-content-list--bulleted release-content-list--align-inherit\"><li><span><strong>Dynamische tv- en OLV-spots (3 x 20&#039;&#039; &amp; 6&#039;&#039;):</strong> Drie authentieke verhalen rond hardlopen, voetbal en wandelen tonen sportmomenten uit het echte leven. De spots zijn te zien van 15 oktober tot en met 6 november 2026.</span></li><li><span>C<strong>ontextuele en reactieve sociale media content:</strong> De content sluit naadloos aan bij de leefwereld van de sporter en speelt in op typische herfstomstandigheden zoals regen, kou en donkere dagen.</span></li><li><span><strong>Een consistente visuele identiteit:</strong> Vertaald naar impactvolle key visuals die zorgen voor een herkenbare rode draad op elk contactpunt. </span></li></ul><p style=\"text-align: left\">Naast de drie lanceringsvideos worden binnenkort ook gerichte winkelactivaties (in-store) en een versterkte aanwezigheid op de sociale kanalen uitgerold om dit nieuwe communicatieplatform verder uit te bouwen.</p><div\n    id='gallery-bc44d078-f8fb-4470-bd65-4f83f8886bb5'\n    class='release-content-gallery release-content-gallery--layout-contained'\n    data-component='chromatic-gallery,image-zoom-popup'\n    data-chromatic-gallery-padding='S'\n    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</span></li><li><span><strong>Uitvoerend creatief directeur: </strong>Jeremie Goldwasser </span></li><li><span><strong>Creatie:</strong> Jesse Ridder, Jurriaan Van Bokhoven </span></li><li><span><strong>Strategie:</strong> Julie Frederickx, Audrey Vlieghe </span></li></ul><p style=\"text-align: left\"><strong>Productie</strong> </p><ul class=\"release-content-list release-content-list--bulleted release-content-list--align-inherit\"><li><span>Director: Louis Vielle - unknown.collective </span></li><li><span>Head of Production: Esteban Brouillard </span></li><li><span>Producers: Zoe Dua, Sofie Hoorens, Estelle Bourgeois </span></li><li><span>Locatie scouting: Isabelle Lit&rsquo;s - Cine Location </span></li><li><span>Agency Producer: Thomas Anthoni </span></li><li><span>DOP: Thomas Wilsky </span><ul class=\"release-content-list release-content-list--bulleted release-content-list--align-inherit\"><li><span>1e camera-assistent: Robin Niedergang </span></li><li><span>1e regieassistent: Iao Lethem </span></li><li><span>Best Boy: Madeleine Faburel </span></li></ul></li><li><span>Casting: WeWantYou \u200b </span></li><li><span>Post Producer: Esteban Brouillard </span><ul class=\"release-content-list release-content-list--bulleted release-content-list--align-inherit\"><li><span>Montage &amp; Online: Charlotte Demanet </span></li><li><span>Grade: Maxime Boulanger </span></li><li><span>Geluidsontwerp &amp; Mix: Menno Van Riet </span></li></ul></li><li><span>Motion Design: Andreas De Ridder </span></li></ul><p style=\"text-align: left\"><strong>Klant: Decathlon</strong> </p><p style=\"text-align: left\">Sonia Zammit, Nicolas Dewael </p>",
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