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我们分享的一切
案例简介：执行 我们利用媒体来证明信息，并将活动变成一项自我实现的工作，这两项工作都引入了为每个人制作内容的策略，而不是进一步细分和制作内容。为了做到这一点，这部电影在丹麦的 facebook 和 youtube 频道的电视 2 上推出。这部电影在全国电视 2 上播出 (它仍在播放)，在商业广告前后，它也被用作短频道广告。主要的努力是让人们在网上参与这部电影; 无论是国内还是国外。国际成功被转化为国家新闻故事，每当世界上新的一部分开始分享这部电影时，它就重新引起了丹麦的关注。 结果 像理查德 · 布兰森、贾斯汀 · 特鲁多和艾伦 · 德杰尼勒斯这样的人与著名的丹麦人一起分享了这部电影, 这部电影引入了 TV 2 的 “我们分享的一切” 策略，并通过成为全球对话中的一个统一因素来证明这一点。这是有史以来最共享和最吸引人的广告之一，有超过 800万次互动和超过 2.84亿次未付费观看 (来源: BeOn)。观众把它翻译成 30 多种语言，简而言之: 电视 2 团结了数亿人 -- 从而证明了节目策略: “我们分享的一切” 的力量。该活动在全球媒体上被提及，并创造了价值约 10000万美元的公关。仅仅几个月后，68% 的丹麦人承认电视 2 的新位置，总体上相信 “我们有更多的共同点，而不是把我们分开” 的信息已经上升 战略 TV 2 是丹麦收视率最高的频道家族，这部电影是为了在内部和外部推出 “我们分享的一切” 作为新的频道策略。目标群体是丹麦的每个人。我们的目标是让人们参与国际事务。当人们在纽约交谈时，丹麦媒体的公关故事比任何丹麦城市都要好。(我们喜欢其他国家谈论我们 -- 我们称之为 “小国家心态”)。这种方法是制作一篇文章，不仅传达了 “我们分享的一切” 的立场，而且也值得分享，从而证明了这一立场。一部关于包容性节目和我们所有共同点的自我实现的战略电影，反驳了分割和社交媒体 “泡沫” 和 “回声室” 的趋势。这部电影也是为电视 2 主频道未来的节目定下基调。 活动描述 简报是为了证明 “我们分享的一切” 的力量。丹麦电视 2 频道的策略，反对狭隘的目标和分段内容的趋势。为此，我们聚集了 10 组不同的丹麦人。富人、穷人、年轻人、老年人等等。每个小组分别进入工作室，场景和画外音在小组之间营造出分裂的感觉。然后导演打断了，他开始问问题。每个人都被问到同样的问题。比如: “谁是班级小丑？” 和 “谁是孤独的？” 如果答案是肯定的，人们会向前迈进。然后新的和意想不到的群体开始形成。这部电影既做了研究，又证明了立场。 相关性 这部电影是为了介绍丹麦电视 2 的新战略 “我们分享的一切”，是关于在这个分裂的时代团结我们的事情。这部电影证明了这一策略，并成为有史以来最具吸引力和共享的广告之一，也是全球对话中的一个统一因素。+ 800万次互动，+ 2.84亿次未付费浏览，估计 pr值为 10000万美元。这是一个自我实现的作品，介绍了为每个人制作内容的策略，而不是通过制作内容来进一步细分，全世界都想看。 概要 这部电影是为丹麦电视频道 2 制作的一部战略性作品; 丹麦收视率最高的频道家庭。这部电影是为了在内部和外部传达新的渠道策略。我们分享的策略是专注于在这个分裂时期团结我们的事情。有一个全球性的讨论，我们的社会正在分崩离析。在丹麦，辩论是关于凝聚力的，甚至在同质的丹麦，听起来不同的群体没有什么或者很少有共同之处。当你想成为每个人的电视频道时，你必须相信，我们有很多共同点。但这是一个政治声明。我们需要展示它。
我们分享的一切
案例简介：Execution We used the media to prove the message and make the campaign into a self-fulfilling piece of work that both introduces the strategy of making content for everyone instead of further segmentation and makes the content.To do this, the film was launched on TV 2 Denmark’s facebook and youtube channel. The film ran nationally on TV 2 (it is still running) and it is also used as short channel idents before and after commercial breaks.The main effort was to make people engage with the film online; both nationally and abroad. International success was made into national news stories, and each time a new part of the world began sharing the film, it revived the attention in Denmark. Outcome People like Richard Branson, Justin Trudeau and Ellen DeGeneres shared the film along with prominent Danes, The film both introduced TV 2’s strategy of “All that we share” and proved it by becoming a unifying factor in the global conversation. It is one of the most shared and engaging ads ever with more than 8 million interactions and more than 284 million un-paid views (source: BeOn). Viewers translated it into more than 30 languages, and in short: TV 2 united hundreds of millions of people – thereby proving the programming strategy: The power of “All that we share”. The campaign was mentioned in media around the globe and created PR approximately worth 100 million dollar. 68 % of the Danes acknowledge 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” has risen Strategy TV 2 is Denmark’s most watched channel family, and the film was made to launch “All That We Share” as the new channel strategy internally and externally. The target group was everyone in Denmark. We aimed to make people engage internationally. It makes better PR stories in Danish media when people talk in New York, than in any Danish city. (We like it when other countries talk about us – we call it “small state mentality”). 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 and social media “bubbles” and “echo chambers”.The film is also made to set the tone for future programming on TV 2’s main channel. CampaignDescription The brief was to proof the power of “All that we share”. A channel strategy for TV 2 Denmark opposing the trend of narrow targeted and segmented content. To do so we gathered 10 different groups of Danes. The rich, the poor, the young, the old, and so forth. Each group enter the studio separately, and both the scenography and the voice-over builds the feeling of divisiveness between the groups. Then the director interrupts, and he begins asking questions. Everyone are asked the same questions. Questions like: “Who was the class clown?”, and “Who are lonely?” If the answer is yes, people step forwards.Then new and unexpected groups start to form. The film both did the research and proved the position. Relevancy The film is made to introduce TV 2 Denmark’s new strategy “All that we share” and is about the things that unite us in these dividing times. The film proved the strategy and became one of the most engaging and shared ads ever and a unifying factor in the global conversation. +8 million interactions, +284 million un-paid views and an estimated PR value of 100 million dollar. It is a self-fulfilling piece of work that introduces the strategy of making content for everyone instead of further segmentation by making content, the whole world wanted to see. Synopsis The film is a strategic piece made for Danish TV channel, TV 2; Denmark’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. There is a global discourse, that our societies are falling apart. In Denmark, the debate is about cohesiveness, and even in homogeneous Denmark it sounds like the different groups have nothing or very little in common.When you want to be a TV channel for everyone, you must believe, we have a lot of things in common. But it is a political statement to say it. We needed to show it.
All that we share
案例简介：执行 我们利用媒体来证明信息，并将活动变成一项自我实现的工作，这两项工作都引入了为每个人制作内容的策略，而不是进一步细分和制作内容。为了做到这一点，这部电影在丹麦的 facebook 和 youtube 频道的电视 2 上推出。这部电影在全国电视 2 上播出 (它仍在播放)，在商业广告前后，它也被用作短频道广告。主要的努力是让人们在网上参与这部电影; 无论是国内还是国外。国际成功被转化为国家新闻故事，每当世界上新的一部分开始分享这部电影时，它就重新引起了丹麦的关注。 结果 像理查德 · 布兰森、贾斯汀 · 特鲁多和艾伦 · 德杰尼勒斯这样的人与著名的丹麦人一起分享了这部电影, 这部电影引入了 TV 2 的 “我们分享的一切” 策略，并通过成为全球对话中的一个统一因素来证明这一点。这是有史以来最共享和最吸引人的广告之一，有超过 800万次互动和超过 2.84亿次未付费观看 (来源: BeOn)。观众把它翻译成 30 多种语言，简而言之: 电视 2 团结了数亿人 -- 从而证明了节目策略: “我们分享的一切” 的力量。该活动在全球媒体上被提及，并创造了价值约 10000万美元的公关。仅仅几个月后，68% 的丹麦人承认电视 2 的新位置，总体上相信 “我们有更多的共同点，而不是把我们分开” 的信息已经上升 战略 TV 2 是丹麦收视率最高的频道家族，这部电影是为了在内部和外部推出 “我们分享的一切” 作为新的频道策略。目标群体是丹麦的每个人。我们的目标是让人们参与国际事务。当人们在纽约交谈时，丹麦媒体的公关故事比任何丹麦城市都要好。(我们喜欢其他国家谈论我们 -- 我们称之为 “小国家心态”)。这种方法是制作一篇文章，不仅传达了 “我们分享的一切” 的立场，而且也值得分享，从而证明了这一立场。一部关于包容性节目和我们所有共同点的自我实现的战略电影，反驳了分割和社交媒体 “泡沫” 和 “回声室” 的趋势。这部电影也是为电视 2 主频道未来的节目定下基调。 活动描述 简报是为了证明 “我们分享的一切” 的力量。丹麦电视 2 频道的策略，反对狭隘的目标和分段内容的趋势。为此，我们聚集了 10 组不同的丹麦人。富人、穷人、年轻人、老年人等等。每个小组分别进入工作室，场景和画外音在小组之间营造出分裂的感觉。然后导演打断了，他开始问问题。每个人都被问到同样的问题。比如: “谁是班级小丑？” 和 “谁是孤独的？” 如果答案是肯定的，人们会向前迈进。然后新的和意想不到的群体开始形成。这部电影既做了研究，又证明了立场。 相关性 这部电影是为了介绍丹麦电视 2 的新战略 “我们分享的一切”，是关于在这个分裂的时代团结我们的事情。这部电影证明了这一策略，并成为有史以来最具吸引力和共享的广告之一，也是全球对话中的一个统一因素。+ 800万次互动，+ 2.84亿次未付费浏览，估计 pr值为 10000万美元。这是一个自我实现的作品，介绍了为每个人制作内容的策略，而不是通过制作内容来进一步细分，全世界都想看。 概要 这部电影是为丹麦电视频道 2 制作的一部战略性作品; 丹麦收视率最高的频道家庭。这部电影是为了在内部和外部传达新的渠道策略。我们分享的策略是专注于在这个分裂时期团结我们的事情。有一个全球性的讨论，我们的社会正在分崩离析。在丹麦，辩论是关于凝聚力的，甚至在同质的丹麦，听起来不同的群体没有什么或者很少有共同之处。当你想成为每个人的电视频道时，你必须相信，我们有很多共同点。但这是一个政治声明。我们需要展示它。
All that we share
案例简介：Execution We used the media to prove the message and make the campaign into a self-fulfilling piece of work that both introduces the strategy of making content for everyone instead of further segmentation and makes the content.To do this, the film was launched on TV 2 Denmark’s facebook and youtube channel. The film ran nationally on TV 2 (it is still running) and it is also used as short channel idents before and after commercial breaks.The main effort was to make people engage with the film online; both nationally and abroad. International success was made into national news stories, and each time a new part of the world began sharing the film, it revived the attention in Denmark. Outcome People like Richard Branson, Justin Trudeau and Ellen DeGeneres shared the film along with prominent Danes, The film both introduced TV 2’s strategy of “All that we share” and proved it by becoming a unifying factor in the global conversation. It is one of the most shared and engaging ads ever with more than 8 million interactions and more than 284 million un-paid views (source: BeOn). Viewers translated it into more than 30 languages, and in short: TV 2 united hundreds of millions of people – thereby proving the programming strategy: The power of “All that we share”. The campaign was mentioned in media around the globe and created PR approximately worth 100 million dollar. 68 % of the Danes acknowledge 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” has risen Strategy TV 2 is Denmark’s most watched channel family, and the film was made to launch “All That We Share” as the new channel strategy internally and externally. The target group was everyone in Denmark. We aimed to make people engage internationally. It makes better PR stories in Danish media when people talk in New York, than in any Danish city. (We like it when other countries talk about us – we call it “small state mentality”). 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 and social media “bubbles” and “echo chambers”.The film is also made to set the tone for future programming on TV 2’s main channel. CampaignDescription The brief was to proof the power of “All that we share”. A channel strategy for TV 2 Denmark opposing the trend of narrow targeted and segmented content. To do so we gathered 10 different groups of Danes. The rich, the poor, the young, the old, and so forth. Each group enter the studio separately, and both the scenography and the voice-over builds the feeling of divisiveness between the groups. Then the director interrupts, and he begins asking questions. Everyone are asked the same questions. Questions like: “Who was the class clown?”, and “Who are lonely?” If the answer is yes, people step forwards.Then new and unexpected groups start to form. The film both did the research and proved the position. Relevancy The film is made to introduce TV 2 Denmark’s new strategy “All that we share” and is about the things that unite us in these dividing times. The film proved the strategy and became one of the most engaging and shared ads ever and a unifying factor in the global conversation. +8 million interactions, +284 million un-paid views and an estimated PR value of 100 million dollar. It is a self-fulfilling piece of work that introduces the strategy of making content for everyone instead of further segmentation by making content, the whole world wanted to see. Synopsis The film is a strategic piece made for Danish TV channel, TV 2; Denmark’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. There is a global discourse, that our societies are falling apart. In Denmark, the debate is about cohesiveness, and even in homogeneous Denmark it sounds like the different groups have nothing or very little in common.When you want to be a TV channel for everyone, you must believe, we have a lot of things in common. But it is a political statement to say it. We needed to show it.
我们分享的一切
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All that we share
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