KPN campaign becomes Global Effie contender

KPN has seen its campaign A Piece of Me named a Global Grand Effie Contender in the 2025 Global Best of the Best Effie Awards, following earlier recognition at the Effie Europe Awards.

The work forms part of KPN’s broader Better Internet platform, developed to extend the company’s role beyond connectivity into addressing the social impact of digital life.

Campaign focuses on online safety and inclusion

A Piece of Me was developed around concerns about the evolving risks faced by young people online, with a focus on empathy and responsible digital engagement. The campaign marked a shift in how the brand positions its role in shaping safer online environments.

The initiative has since evolved into further work, including a follow-up campaign titled Everyone Except, which addresses online exclusion in group chats.

Dave Frauenfelder, Vice President Brand, MarCom & Sponsorships at KPN: "For us, this recognition means more than a great result for one campaign. 'A Piece of Me' was the start of a broader commitment at KPN: to go beyond providing connectivity, and to also take responsibility for the quality of life that connectivity creates. It became an important part of our long-term Better Internet platform, using creativity not just to build the brand, but to drive relevance, responsibility and real-world impact."

Creativity positioned as driver of social change

The campaigns are positioned within KPN’s long-term strategy to address digital wellbeing and online behaviour, with a focus on tackling issues such as exclusion and harmful communication in digital spaces.

The company’s approach combines brand communication with social messaging, aiming to influence both public awareness and behaviour around internet use.

Recognition reinforces long-term effectiveness

The campaign’s recognition follows its inclusion in WARC’s Effective 100 ranking for a second consecutive year, highlighting sustained performance in marketing effectiveness.

Frauenfelder: "What makes this recognition even more meaningful is the consistency of the journey. After being recognized in WARC’s Effective 100 for a second consecutive year, this is another reminder that the strongest ideas do more than create impact in a moment. They keep proving their value over time."

KPN credited its agency partners, including Dentsu Creative, for contributing to the development of the work.

Traci Alford, Global CEO, Effie Worldwide: “The Global Best of the Best Effie Awards represent the pinnacle of marketing effectiveness globally. These contenders have already demonstrated exceptional impact within their markets. Now, they are setting the standard for what effective marketing looks like on a global stage – ideas grounded in insight, brought to life with creativity, and proven through results.”

www.kpn.com

www.effie.org

www.dentsucreative.com

Follow Marketing Report on LinkedIn