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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
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