KPN
Every month, 1 in 4 young people are excluded online. It often happens in group chats, where they’re deliberately removed, blocked, or ignored. These actions can lead to serious psychological consequences, including insomnia, social isolation, and depression. With ledereen Behalve, KPN wants to raise awareness and encourage young people to stand up for each other in situations of bullying and exclusion.
We partnered with S10 to create the song Buut Vrij inspired by the film’s narrative. “Buut Vrij” stands for the desire to break free from being the target of bullying, and to create a space where no one feels excluded.
Brief
Our music team was tasked with finding the right voice for this campaign. The goal was to give the message cultural weight by partnering with someone who could authentically connect with Gen Z and Gen Alpha, while still resonating with parents. The team looked for someone slightly leftfield with a distinctive edge, unexpected yet able to resonate broadly across generations.
Execution
After extensive discussions and research, S10 was chosen as the creative partner. Her unique style, credibility, and emotional depth brought the campaign to life. She was briefed on the overall direction of the campaign, yet given the freedom to interpret it in her own style.
“The moment S10 sent her first version of the track was truly a magical moment. Everyone immediately felt that the campaign had found its voice, and it became clear that the long search for the right artist had been completely worth it.“ – Maik Cox, Music Supervisor
“The challenge was finding the right balance between the film’s sound and music in the mix. By blending realistic ambiences and foley with sound effects and ADR, we supported the story’s emotion and created a cinematic soundtrack that complemented S10’s music.” – Mattijn Willems, Sound Designer
The result
The result is a powerful campaign brought to life by S10’s heartfelt song and a cinematic soundscape.
Full Song: