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All that we share

Award: Graphite Pencil

Graphite Pencil / Digital Marketing / Social Video / 2017

The film is a strategic piece made for Danish TV Channel, TV 2; the country’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.

We were to show that an inclusive programming strategy works in a world where audiences are segmented into smaller and smaller groups, and social media is often just “bubbles” and “echo chambers”.

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

And if you want to be a TV channel for everyone, you have to believe, we have a lot of things in common. But it is a political statement to say it. We needed to show it. To do so we gathered 10 very different groups of ordinary Danes and did an experiment.

The film was aired on TV 2 Denmark’s facebook, youtube and main TV channel. The film has become one of the most shared ads ever with more than 6 million shares and more than 250 million organic views. TV 2 united hundreds of millions of people – and thereby proved the programming strategy: The power of “All that we share”.

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