‘A Piece of Me’ recognised in the ‘Corporate Purpose & Social Responsibility’ category.
A campaign for Dutch telecoms giant, KPN, to educate youth about the risks of online shaming and sharing intimate photos has won the Cannes Lions 2024 ‘Creative Strategy’ Grand Prix. Recognising how the strategic planning redefined KPN’s business, influenced consumers and impacted culture, this follows the work being awarded a ‘Health & Wellness’ Silver Lion, ‘Strategy’ Silver Lion, ‘Entertainment for Music’ Silver Lion and receiving ten shortlists this week.
The winning campaign, ‘A Piece of Me’ was developed to promote KPN’s ‘Better Internet’ platform, established to make the internet a safer place. Dentsu Creative Amsterdam partnered with Dutch pop star, MEAU, using lyrics inspired by real fan stories, to launch the single and music video ‘A Piece of Me’ (‘Stukje van Mij’) in February 2024. Within three weeks the song went viral, viewed and shared over 33 million times, and overtook Beyonce to become a Top 3 Spotify hit in the Netherlands with 7million streams, achieving a Gold record. The topic of online shaming was pushed to the front of the news agenda, inspiring debate in the Dutch parliament, leading to the Dutch Sexual Crimes Act being updated to class the sharing intimate photos without consent as a sexual offence. In addition, the music video has been added to the Dutch curriculum, now being shown in 100s of schools to educate students. In response to its growing international reach, MEAU wrote an English language version of the song which achieved 70,000 views in under a week.
Taken from: https://www.dentsucreative.com/es/news/dentsu-creative-amsterdam-and-kpn-awarded-creative-strategy-grand-prix