‘All that we Share’ is the story of TV 2, the Danish public-service television station, and its successful journey from being the ‘small and daring’ challenger, to the ‘responsible and grown-up’ contender. It is the story of a TV channel that was able to rise to the occasion and create a new position that was fitting for a dominant main channel, in one of Denmark's largest media houses. A position that not only helped shape and lift the programming strategy, whilst assembling employees and producers around it – but it ultimately assembled the Danes around TV 2.

On the basis of a new brand platform named ‘All that we share’, TV 2 wanted to create a marketing campaign that would bring the platform to life and validate the TV station’s existence, whilst distinguishing it in an increasingly crowded and complex media landscape, as well as uniting the organization internally.

With the political climate having grown increasingly hostile and polarized across communities the world over, the creative idea came about, based on the realization that if you want to be a TV station for everyone, which was TV 2’s goal; you have to believe that there are more things that bring us together. However, to merely say this, would risk becoming too much of a political statement, coming from a publicly owned TV station. We therefore needed to show it.

We assembled various groups of Danes – stereotypical groups from all societal layers: The white collar high-earners, the ‘New Danes’, people from the countryside, and so forth. Everyone was then asked questions such as: “who in this room was the class clown?”, as well as the more personal ones, such as: “who in this room is currently suffering from a broken heart?” With every question, new groups were formed, which in a very simple, yet emotionally impactful way, visualized that maybe there is more that brings us together, than we may initially have thought.

The film was released on the same day as Donald Trump’s inauguration. A time when the world was perhaps more disparate and divided than ever before.

It was a message the world was waiting to hear and became a unifying factor in the global debate – and in the national conversation. It is one of the most shared and engaging ads ever, with more than 11 million interactions and more than 393 million un-paid views. Richard Branson, Justin Trudeau and Ellen DeGeneres were amongst the worlds’ opinion-leaders who shared the film, along with prominent societal influencers in Denmark. The film created a PR value of approximately 100 million dollars and was translated into more than 30 languages.

A few months after the film’s release, 68% of Danes knew of and recognized TV 2’s new position ‘All that we Share’ and got the message that TV 2 is for everyone. Internally the campaign re-boosted employee satisfaction and became a guiding star for all future content through TV 2’s new programing strategy.