The brief was to proof the power of “All that we share”. A channel strategy for TV 2 Denmark opposing the trend of narrow targeted and segmented content.

To do so we gathered 10 different groups of Danes. The rich, the poor, the young, the old, and so forth.

Each group enter the studio separately, and both the scenography and the voice-over builds the feeling of divisiveness between the groups.

Then the director interrupts, and he begins asking questions. Everyone are asked the same questions.

Questions like: “Who was the class clown?”, and “Who are lonely?” If the answer is yes, people step forwards.

Then new and unexpected groups start to form.

The film both did the research and proved the position.

We used the media to prove the message and make the campaign into a self-fulfilling piece of work that both introduces the strategy of making content for everyone instead of further segmentation and actually makes the content.

To do this, the film was launched on TV 2 Denmark’s facebook and youtube channel. The film ran nationally on TV 2 (it is still running) and it is also used as short channel idents before and after commercial breaks.

The main effort was to make people engage with the film online; both nationally and abroad. International success was made into national news stories, and each time a new part of the world began sharing the film, it revived the attention in Denmark.

People like Richard Branson, Justin Trudeau and Ellen DeGeneres shared the film along with prominent Danes,

The film both introduced TV 2’s strategy of “All that we share” and proved it by becoming a unifying factor in the global conversation. It is one of the most shared and engaging ads ever with more than 8 million interactions and more than 284 million un-paid views (source: BeOn).

Viewers translated it into more than 30 languages, and in short: TV 2 united hundreds of millions of people – thereby proving the programming strategy: The power of “All that we share”.

The campaign was mentioned in media around the globe and created PR approximately worth 100 million dollar.

68 % of the Danes acknowledge TV 2’s new position after only a few months, and an overall believe in the message “we have more in common than what separates us” has risen

The film is made to introduce TV 2 Denmark’s new strategy “All that we share” and is about the things that unite us in these dividing times. The film proved the strategy and became one of the most engaging and shared ads ever and a unifying factor in the global conversation. It is a self-fulfilling piece of work that introduces the strategy of making content for everyone instead of further segmentation by making content, the whole world wanted to see. (+8 million interactions and +284 million un-paid views). By engaging the whole world, we made sure every Dane heard about it.

TV 2 is Denmark’s most watched channel family, and the film was made to launch “All That We Share” as the new channel strategy internally and externally. The target group was everyone in Denmark.

We aimed to make people engage internationally. It makes better PR stories in Danish media when people talk in New York, than in any Danish city. (We like it when other countries talk about us – we call it “small state mentality”).

The approach was to make a piece that not only conveyed the position of “All that we share”, but was also worth sharing and thereby proved the position. A self-fulfilling strategic film about inclusive programming and all the things we have in common, disproving the tendencies of segmentation and social media “bubbles” and “echo chambers”.

The film is also made to set the tone for future programming on TV 2’s main channel.

The film is a strategic piece made for Danish TV channel, TV 2; Denmark’s most watched channel family.

The film is made to communicate the new channel strategy internally and externally. The strategy, All That We Share, is about focusing on the things that unite us in these dividing times.

There is a global discourse, that our societies are falling apart. In Denmark, the debate is about cohesiveness, and even in homogeneous Denmark it sounds like the different groups have nothing or very little in common.

When you want to be a TV channel for everyone, you must believe, we have a lot of things in common. But it is a political statement to say it. We needed to show it.