TV2 Denmark: All That We Share
TV2 Denmark aimed to strengthen its brand as a unifying national broadcaster. They sought to address growing societal divisions among the Danish population and foster a greater sense of community and shared identity across diverse groups.
Creative Idea
Physically separated diverse groups, then revealed their unexpected shared experiences.
The campaign physically brought together diverse groups of people, initially separated by perceived differences, to reveal the surprising commonalities and shared human experiences that unite them, fostering a sense of national unity.
The Experiment That United 80 Strangers
Data Mining the Divide
To identify the most polarizing topics in Danish society, the agency &Co. / NoA utilized the Khoros platform to analyze over 4 million social media conversations from the previous two years. This data-driven approach informed the specific "boxes" used in the film, ensuring the social divisions felt authentic to the audience. Director Asger Leth cast 80 real Danes rather than actors, providing them with 40 questions to consider beforehand without revealing how they would be grouped on set.
A Global Viral Phenomenon
While designed for a local audience, the film achieved a staggering 393 million views and generated an estimated $100 million in earned media. The message resonated so deeply that viewers organically translated the script into 30 languages before the brand could release official subtitles. The campaign's impact reached the highest levels of government, with the Prime Minister of Denmark referencing its message of unity during parliamentary discussions.
Serendipity and UFOs
The launch on January 27, 2017, coincided with International Holocaust Remembrance Day and a controversial U.S. executive order regarding travel bans. This timing amplified the film's relevance as a statement on "Cultural Branding." One of the most humanizing moments - the "UFO" question - was included to break the tension, showing that even the most eccentric shared beliefs can bridge social gaps. Beyond the emotional resonance, the campaign drove significant business results, helping TV 2 PLAY reach 500,000 subscriptions and securing a 40.3% audience share for the broadcaster.
Creative Strategy Deconstructed
Company
TV2 Denmark, as a national broadcaster, had the platform and credibility to unite diverse segments of the Danish population.
Category
Media often segments audiences or highlights differences, but this campaign sought to transcend traditional demographic divides.
Customer
People felt increasingly divided by various labels, yet harbored a subconscious desire for connection and shared identity.
Culture
In a cultural climate of growing polarization and 'us vs. them' narratives, a message of unity resonated deeply.
Company
TV2 Denmark, as a national broadcaster, had the platform and credibility to unite diverse segments of the Danish population.
Category
Media often segments audiences or highlights differences, but this campaign sought to transcend traditional demographic divides.
Strategy:
Leverage societal divisions to reveal unifying human truths and foster a sense of collective identity.
Customer
People felt increasingly divided by various labels, yet harbored a subconscious desire for connection and shared identity.
Culture
In a cultural climate of growing polarization and 'us vs. them' narratives, a message of unity resonated deeply.
Strategy:
Leverage societal divisions to reveal unifying human truths and foster a sense of collective identity.
Strategy Technique
Start With a Tension
The campaign started with the societal tension of "us vs. them" divisions. It then resolved this tension by visually demonstrating unexpected shared human experiences.
Explore Technique
Creative Technique
Fight prejudice
The campaign visually separated people based on common prejudices, then revealed shared traits, directly challenging those initial assumptions and fostering understanding among the audience.
Explore Technique
Craft Breakdown
This campaign's craft is exceptional in its use of simple but powerful staging to convey a complex message of unity, elevated by evocative cinematography and compelling storytelling through voiceover.
The narrative progression, from stark division to joyous unity, is masterfully crafted, using personal questions to dismantle barriers and reveal common humanity.
The camera work effectively enhances the emotional arc, using wide shots for separation and intimate close-ups for connection, with dynamic movement during transitions.
The simple yet effective use of projected lines and a changing backdrop (from dark to bright blue) visually communicates the core theme of overcoming divisions.
The editing skillfully paces the revelation of shared experiences, creating impactful moments as individuals move and connect, building to a powerful and emotional crescendo.
The campaign's magic truly shines from the synergy between its minimalistic yet impactful art direction, emotional cinematography, and the compelling, empathetic progression of its narrative, all supported by a heartfelt voiceover.
