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2022 One Show - Creative Use of Data

Bad Movie Index

Agency Forsman & Bodenfors / Göteborg

Client Draken Film


Real-Time Data

Annual ID


About the Work

People watch more movies than ever before. Unfortunately, quantity often comes before quality. Draken Film is Sweden’s leading streaming service for quality cinema and has a library of hand-picked films from all over the world. During a time when the need for quality film was greater than ever, Draken Film wanted to do something about it. That’s why we created The Bad Movie Index – a constantly changing membership price on Draken Film that gets cheaper, the more bad movies people watch on the biggest streaming platforms. Here’s how it works: an API collects data from the streaming giants’ top lists in real-time. We then calculate their ratings on IMDB and Rotten Tomatoes, which decides the ever-changing price. To spread the word, we created, where people could easily follow the fluctuating index. This was supported by film, PR, print, weekly streaming reports, and contextual social posts, depending on if the price was low or high. This innovative way to turn bad movies on its head quickly became news in both the film community and mainstream media. It also resulted in tangible business results: Draken Film saw 18% more memberships than the previous year. All in all, the index became more than just a short antidote, but led to a completely new business model where the price for the first time could be decided by people’s behavior on competing platforms. Along the way, we strengthened Draken Film’s position as a digital protector of quality film all across the globe.

2022 Awards

Total Points: 3




Forsman & Bodenfors / Göteborg


Hampus Elfström


Martin Joelsson

Account Director

Cilla Pegelow

Account Executive

Ewa Edlund


Daniel Sjöstrand

PR Strategist

Bjarne Darwall

Web Strategist

Peter Gaudiano

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