A Piece of Me | Cannes Lions Winner- 大数跨境

电通创意

2024-07-02

导读：Working with Dutch musician, we co-created a song and MV showing the devastating impact of online sh

KPN partnered with Dutch pop star, MEAU, to write a song that resulted in millions of shares, a top 3 hit, 100s of schools showing it and now a law change to make forwarding without consent a sexual offense.

‘A Piece of Me’ for Dutch telecoms giant KPN, by Dentsu Creative Amsterdam team, won ‘Creative Strategy’ Grand Prix at Cannes Lions 2024. 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.

BRAND PURPOSE

MAKE THE INTERNET A SAFER PLACE

KPN is the Netherland’s leading telecoms brand; creator of the country’s first public telephone network over 100 years ago.

KPN is committed to building a #BetterInternet: an internet that is safer, more sustainable and more socially inclusive for all.

We identified online safety as the number one priority facing Dutch families when it came to a #BetterInternet; an issue becoming more important every day as their kids navigate an unknown world.

CULTURAL CONTEXT

1 in 3 young people worldwide and more than 1 in 10 in the Netherlands engage in sexting.

Sexting is part of modern sexuality for a generation raised in the world of mobile, with intimate images shared in a bond of trust.

But online shaming is growing rapidly in the Netherlands, with devastating consequences. In the past 6 months, over 33.000 Dutch youngsters have had intimate footage shared without their consent, with consequences ranging from depression and loneliness to suicide.

Meanwhile, 12% of young people have forwarded intimate images without considering the life-changing effects on the victim.

Society often blames and shames victims, but working with expert partners including Victim Support Fund (Fonds Slachtofferhulp), Dutch Sexuality Expertise Center (STICHTING RUTGERS), SoaAids Netherlands (Soa Aids Nederland), as well as those affected, it became clear that the conversation needs to be opened up and responsibility shifted from those who share intimate images, to those who forward those images to others.

APPROACH

A CAMPAIGN AS ENTERTAINMENT

To understand what online safety means to Gen Z, we created a unique insight platform #BetterInternet. An expertly moderated TikTok talkshow unearthing a world of pain, fear and silence; the world of online shaming.

But it also gave us the insights we needed to tackle the issues.

We used the best of the internet to combat the very worst of the internet; building our solution culture, creator and community first.

CREATIVE IDEA

A POWERFUL SONG AND CINEMATIC MUSIC VIDEO

To connect with Gen Z about such a sensitive topic, we partnered with MEAU, one of the biggest singers in the Netherlands to spark this vitally important conversation and create a powerful cultural moment. MEAU called on her fanbase, inviting them to share their experiences of online shaming.

Through a sensitive and delicately managed process of co-creation, conversation and collaboration, a groundbreaking and heart-wrenching piece of music emerged. Raising online shaming into the spotlight of popular culture.

MEAU created a song, every lyric informed by real stories shared by her young fanbase. Together, we crafted a music video ‘A Piece of Me’ which brought the horrifying consequences of forwarding intimate messages to life and made our insight crystal clear.

The issue isn’t sexting. The issue is deciding to forward intimate images without consent, violating a partner’s trust and exposing them to devastating consequences.

Thinking before you forward can, quite literally, be a matter of life and death.