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Gold Award
Everyone Except
KPN
Netherlands
2026
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Entrant Company
Dentsu Creative Amsterdam
Launch Country
Netherlands
Program
Clio Health 2026
Program
Traditional Mediums
Advertiser Category
Consumer Brand Health Initiative
Medium
Film Craft
Category
Direction
A short film, based on true stories, exposing how silence becomes violence in online group chats. Dominating teenagers’ lives, defining status and self-worth, these chats are weaponised as the group name is changed to “Everyone Except [Name]” before that person is removed. A seemingly small act becomes devastating social signal: everyone else is in; and you’re out. Dutch telco KPN champions a #BetterInternet. To combat this disturbing new bullying trend with brutal authenticity, we conducted extensive research with NGOs and victims, workshopped scripts and on-screen messages with a school, and wrote dialogue with actors. Real, rough and raw, it shows how quickly belonging becomes exclusion and the frightening consequences. Shot handheld up close with a 16mm feel and tight, bystander perspective; the camera moves with the characters. We sense body language. Glances; backs turned. It’s suffocating, mirroring how inescapable exclusion feels. The camera places the viewer uncomfortably inside the group and confronts us – the silent majority, bystanders - with a choice: will you do nothing or stand up?
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