ADC Awards
ADC Annual Awards is the oldest continuously running industry award show in the world, with an incredible legacy of over 100 years. These awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design – all with a focus on artistry and craftsmanship.
Category
Craft in Motion / Film / Direction
Annual ID
ADC105_MOT056M
The spot "Everyone Except" for Dutch telecommunications brand KPN, directed by Emma Branderhorst, is a cinematic short film addressing the rising problem of online exclusion and bullying among the youth. It opens by spotlighting how common platforms like WhatsApp, Snapchat, and Instagram have shifted social aggression from physical spaces into our phones, where peers can deliberately remove someone or exclude them from group chats. This act of exclusion, research shows, affects nearly a quarter of young people at least monthly and can lead to severe emotional consequences such as loneliness, isolation, and depression.
Through emotionally charged storytelling and collaboration with anti-bullying experts, the film follows a teenager being unfairly ostracized by his group, portraying the psychological toll of being digitally isolated. The narrative then pivots when a close friend faces a choice: remain passive or stand up for the excluded peer. This pivotal moment emphasizes the importance of bystanders in combating online cruelty, underscoring that even small acts—one supportive message, one inclusive comment—can profoundly impact someone’s sense of belonging.
Set to the original soundtrack “Buut Vrij” (Home Free) by singer S10, the film uses music to evoke the loneliness and struggle of exclusion while also signaling hope through connection and solidarity. Branderhorst’s direction harnesses both intimate visuals and the emotional depth of S10’s performance to humanize an often-invisible form of bullying and invite reflection.
Rather than simply presenting statistics, the video aims to start conversations—among teens, parents, and teachers—about how to intervene, show support, and make digital spaces truly inclusive. The work forms part of KPN’s broader #BetterInternet initiative, calling on everyone to “stand up for each other, online and off.”
Through emotionally charged storytelling and collaboration with anti-bullying experts, the film follows a teenager being unfairly ostracized by his group, portraying the psychological toll of being digitally isolated. The narrative then pivots when a close friend faces a choice: remain passive or stand up for the excluded peer. This pivotal moment emphasizes the importance of bystanders in combating online cruelty, underscoring that even small acts—one supportive message, one inclusive comment—can profoundly impact someone’s sense of belonging.
Set to the original soundtrack “Buut Vrij” (Home Free) by singer S10, the film uses music to evoke the loneliness and struggle of exclusion while also signaling hope through connection and solidarity. Branderhorst’s direction harnesses both intimate visuals and the emotional depth of S10’s performance to humanize an often-invisible form of bullying and invite reflection.
Rather than simply presenting statistics, the video aims to start conversations—among teens, parents, and teachers—about how to intervene, show support, and make digital spaces truly inclusive. The work forms part of KPN’s broader #BetterInternet initiative, calling on everyone to “stand up for each other, online and off.”
2026 Awards
Total Points: 3
Merit Honor
Credits
Agency
Dentsu Creative / Amsterdam
Production Company
Dark Alley Pictures / Amsterdam
Director of Photography
Jasper Wolf
Editor
Annelien van Wijnbergen
Film Director
Emma Branderhorst
Producer
Eva Schaaf
Product Designer
Sanne Schat
Sound Designer
Mattijn Willems
Executive Producer
Christel Hofstee
Casting
Borgman & Augustinus
Colorist
Laurens Orij
Hair & Makeup Artist
Evalotte Oosterdorp
Music
Léon Palmen
Stien den Hollander
Styling
Lisa Scheffer
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