33% of teens engage in sexting. 1/100 have had images shared without consent
Society often blames the victim, but Dutch telco KPN believes in a #BetterInternet. To raise awareness of online shaming and its consequences among Gen Z, we delivered our campaign as entertainment. Collaborating with singer MEAU, experts and victims we created ‘A piece of me’, a song and music video that show how forwarding without consent can ruin someone's life. With millions of shares, a top 3 hit, 100s of schools showing it and now a law change to make this a sexual offense, ‘A Piece of Me’ is impacting society.
Client: KPN
Agency: Dentsu Creative Amsterdam
Creatives: Gijs Sluijters, Joris Tol
Music video by Emma Branderhorst:
Awards:
- Cannes Lions - GRAND PRIX, Creative strategy
- D&AD - YELLOW pencil, Use of Music – Brand Collaboration
- D&AD - WOOD pencil, Health and wellness - film
- Effie Awards Europe - GRAND EURO EFFIE 2024
- Effie Awards Europe - GOLD EFFIE, Positive Change: Social Good - Brands
- Cannes Lions - SILVER, Creative strategy, audience insight
- Cannes Lions - SILVER, Health & wellness
- Cannes Lions - SILVER, Entertainment for music
- CLIOS - GOLD, Creative effectiveness
- CLIOS - GOLD, Fan Engagement
- CLIOS - SILVER, Advertising craft
- Golden Record
- LIA - GOLD, Health & Wellness-Craft
- LIA - SILVER, Music & Sound
- LIA - SILVER, Health & Wellness Corporate Comms
- LIA - SILVER, Branded Entertainment Music videos
- Ciclope - SILVER, Original music
- Cresta - GOLD, Brand Purpose
- Cresta - GOLD, Creative Strategy
- Cresta - Silver, Film Craft / Use of Music
- ADCN - SILVER, Influencer & Brand partnerships
- ADCN - SILVER, Film direction
- ADCN - BRONZE, Activations & brand PR
- ADCN - BRONZE, Music
- ADCN - BRONZE, Film & Video
- ADCN - SILVER, Impact (#BeterInternet platform)
- ADCN - BRONZE, Strategy (#BeterInternet platform)
- Drum Awards - PRESIDENT'S CHOICE, Chair award
- Drum Awards - GOLD, Social Media, Cause-led influencer campaign
- Drum Awards - GOLD, Social purpose, Public Awareness
- Drum Awards - GOLD, Social purpoase, Big thinking
- Drum Awards - SILVER, Advertising, Integrated campaign
- Drum Awards - Bronze, Social Purpose: Advertising for Good
- Effie Netherlands - Bronze
- Eurobest - SILVER, Entertainment Use of Original Composition
- Eurobest - Shortlist, Entertainment Use of Original Composition
- Eurobest - Shortlist, Entertainment Influencer & Co creation
- Eurobest - Shortlist, Healthcare Brand-led Education & Awareness
- Cannes Lions - Shortlist, Health & wellness
- Cannes Lions - Shortlist, Health & wellness
- Cannes Lions - Shortlist, Health & wellness
- Cannes Lions - Shortlist, Entertainment
- Cannes Lions - Shortlist, Entertainment for music
- Cannes Lions - Shortlist, Entertainment for music
- Cannes Lions - Shortlist, Social & Influencer
- Cannes Lions - Shortlist, Media for Media Planning
- Cannes Lions - Shortlist, Creative strategy
- Cannes Lions - Shortlist, Creative strategy
- Cannes Lions - Shortlist, Creative strategy
- Garety Awards - Shortlist, Entertainment
- Garety Awards - Shortlist, Work for good
- ADCN - Shortlist, Cinematography
- ADCN - Shortlist, Entertainment
- Shortlist, Shorts Japan Filmfestival
- Shots Awards EMEA - Bronze, Direction Above three minutes
- Shots Awards EMEA - Bronze, Casting