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 - Creative Strategy | Grand Prix
Cannes Lions - Creative Strategy | Silver Lion
Cannes Lions - Influencer & Co-Creation | Silver Lion
Cannes Lions - Health & Wellness | Silver Lion
D&AD - Use of music | Yellow pencil
D&AD - Health and wellbeing | Wood pencil
ADCN - Activations & Brand PR | Bronze
ADCN - Film and Video | Bronze
ADCN - Influencer and brand partnerships | Silver
ADCN - Craft music | Bronze
ADCN - Film direction | Silver