ALL THAT WE SHARE - CONNECTED
| Title | ALL THAT WE SHARE - CONNECTED |
| Brand | TV 2 |
| Product/Service | TV 2 |
| Category |
D01. Social Video |
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Entrant
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TV 2 DENMARK Copenhagen, DENMARK
|
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Idea Creation
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TV 2 DENMARK Copenhagen, DENMARK
|
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Production
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NEW LAND Copenhagen, DENMARK
|
Credits
| 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 |
Background
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?
The objective 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 strategy
The film is based on the insight that Danes rarely talk to strangers. Just hours before we launched the film, an article on tv2.dk was released addressing this subject. In the article, a new public survey showed 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. It also featured in ’7 PM NEWS’, which is the biggest news broadcast 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 and made it one of the biggest news stories during that day.
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.
List the results
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.