ALL THAT WE SHARE - CONNECTED

ClientTV 2
Category A09. Promotional Content for Publishers and Networks
TitleALL THAT WE SHARE - CONNECTED
Product/ServiceTV 2
Entrant TV 2 DENMARK Copenhagen, DENMARK
Idea Creation TV 2 DENMARK Copenhagen, DENMARK
Production NEW LAND Copenhagen, DENMARK
Credits
Name Company Position
Chaga Signe Bruun TV 2 Creative Director
Kasper Adsbøll TV 2 Senior Brand Manager
Christian Holten Bonke Freelance Director
Kristian Vestergaard TV 2 Concept Creative
Thomas Torp Torp Bertelsen Concept Creative
Sophie Leegaard TV 2 Art Director
Nadja Kristensen New Land Executive Producer
Leonore Skousen TV 2 Producer
Kasper Wind Freelance DOP
Nicolaj Monberg Freelance Editor
Kristian Eidnes Andersen Freelance Composer
Kevin Koch Freelance Sound Engineer
Jacob Weinreich TV 2 Marketing Director
Vicky Wassmann Dahi TV 2 Head of Branding
Helle Jensen TV 2 Head of Production
Julie Møller Lindblad TV 2 Project Manager

Why is this work relevant for Entertainment?

The broadcaster TV 2 Denmark is driven by the development of society and aims to be a point of reference for what binds Danes together as a nation and as people. Unfortunately, research shows that Denmark is one of the most unfriendly countries in terms of opening up and talking to strangers. But would it not be interesting, if we actually did?

Background

The film is based on the insight that Danes rarely talk to strangers. The objective was to communicate that TV 2 Denmark is driven by the development of society and aims to be a point of reference for what binds Danes together as a nation and as people. Just hours before we launched the film an article on tv2.dk was released addressing this subject. In the article, a new public survey shoed that only one in ten Danes aged 18-29 would talk to a stranger in public. More than 100,000 people read the article and it was the top story on TV 2 NEWS, which is the biggest 24-hour linear news channel in Denmark. Friday March 29th, the film was aired on linear TV. This gave an even bigger relevance to the problem that we tried to address.

Describe the creative idea

The idea is a social experiment where we invited 32 people to experience the transformation from being strangers to being connected. They had no idea why they were there, who the others were or what was about to happen. In the film, two strangers are set against each other, after which it is revealed to them that they have something in common. Their reactions show that reflecting on each other's life and experience contains a great positive force. The film is about the fact that the common stories can be found on many levels: In a house where you both lived, in a social relationship emerged through a computer game - or in the very big life-changing landslides such as, for example, saving another person's life or to be a refugee.

Describe the strategy

Research shows that Denmark is one of the most unfriendly countries in terms of opening up and talking to strangers. But would it not be interesting, if we actually did? The strategy was to show that instead of looking down in our phones, or simply avoiding interaction, we could learn something by opening up and talking to other people.

Describe the execution

The film was launched across social platforms on March 28th, 2019. The film was aired on TV 2 from March 29th to June 1st with an estimated reach of 80 percent of the Danish population.

Describe the outcome

In total, the film has reached more than 56 million unpaid (organic) video views across social media platforms. It has more than 1,645,000 engagements and 1,020,000 shares. The film was mentioned in several Danish newspapers and media platforms and created an conversation about human connections. The film has been picked up worldwide and translated into many languages. International leading influencers and politicians have also shared the film and helped getting the message around the world.