Dentsu Creative Amsterdam’s ‘A Piece of Me’ wins Creative Strategy Grand Prix adobo Magazine [Video]

CANNES, FRANCE — 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. Recognizing how the strategic planning redefined KPN’s business, influenced consumers, and impacted culture, this follows the work being awarded a Health & Wellness Silver Lion, an Entertainment for Music Silver Lion, and receiving 10 shortlists.

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 seven million streams, achieving a Gold record.

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