The idea was to both do the research and prove the position with a simple experiment.
To do so we gathered 10 different groups of Danes. The rich, the poor, the young, the old, and so forth. Then we asked questions that made them form new and unexpected groups.
The film is a forceful way of visualising data and using it to tell a story. It both gathers the data and uses it to deliver the message.
At the same time, the idea is to make content that not only convey the position of “All that we share”, but is also worth sharing and thereby proves the position.
The film became a unifying factor in the global conversation. It is one of the most shared ads ever and the single most engaging ad in the past six years with almost 9 million interactions resulting in more than 345 million un-paid views (source: BeOn).
Richard Branson, Justin Trudeau and Ellen DeGeneres shared the film along with prominent Danes. Viewers translated it into more than 30 languages, and the campaign was mentioned in media around the globe and created PR approximately worth 100 million dollars.
68 % of the Danes knew 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” rose overwhelmingly 27 % in Denmark in just months.
TV 2 united hundreds of millions of people – thereby proving the programming strategy: The power of “All that we share”.
The creative idea behind the film is a forceful way of visualising data and using it to tell a story. The film is almost a focus group; an experiment where we do the data gathering, visualize the data and use it to convey the message. This invites the viewer along on the interpretation of the data, making it more persuasive.
This idea of showing, not telling made it the single most engaging ad in the past six years. It has +345 million un-paid views, and united millions of people – proving the power of “All that we share”.
In short: Showing instead of telling.
The film is an experiment. A focus group, where we do the data gathering, visualize the data, and use it to convey the message. This invites the viewer along on the interpretation of the data, making it more persuasive.
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, social media bubbles and echo chambers.