Connecting the Netherlands.
KPN — Annual report, Campaign, Film
The challenge
As the leading provider of telecom and IT services in the Netherlands, KPN wanted its integrated annual report to do more than present financial performance. The report had to reach a broader audience: stakeholders, but also customers and the general public, by showing not just the company’s results but the human impact of its work. How could a report about numbers and infrastructure also tell the stories of the people and communities KPN connects?
The strategy
Instead of a traditional, data-heavy report, we built the narrative around two parallel perspectives:
- The hard facts: KPN’s performance, innovations and strategic milestones.
- The human stories: the real-world impact of KPN’s services, as experienced by people across the Netherlands.
To bridge the two, we introduced a thought experiment: what if the Netherlands were a village of 100 people? This made complex data relatable, turning statistics into stories on a human scale.
The solution
A report with two storylines, blending data and storytelling online and in print:
- a statistical microcosm, scaling national data down to a village of 100 people to make trends and impact tangible;
- visual storytelling that links corporate results to the personal experiences they enable, from families staying in touch to businesses that thrive;
- a clear, accessible layout that invites readers to explore both the numbers and the stories.
The result was an integrated annual report that didn’t just inform, but connected, turning KPN’s story into one that resonated with everyone, from investors to everyday users.
Connected by KPN
A microsite with 100 short films in which 100 people talk about the role of telecoms and digital tools in their lives: a cross-section of Dutch society.
Connected to the future
Fifteen technology trends that will change the way we live and work in the near future. The microsite featured fifteen split-screen videos with experts and scientists talking about topics such as artificial intelligence, the internet of things, virtual reality, quantum computing and smart cities.
Everyone connected
The third instalment of the series focused on KPN’s corporate social responsibility (CSR) programmes. By backing initiatives with technology and funding, KPN aims to ensure that no one is left behind in our increasingly individualistic society. Together with journalist Gian van Grunsven, we produced a documentary exploring the state of social interaction in a digital world.
