The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Real-Time Data
Annual ID
OS22_CU025M
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 badmovieindex.com, 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
Merit
Credits
Agency
Forsman & Bodenfors / Göteborg
Art Director
Karl Risenfors
Leo Dal
Sophia Lindholm
Copywriter
Hampus Elfström
Designer
Martin Joelsson
Account Director
Cilla Pegelow
Account Executive
Ewa Edlund
Planner
Daniel Sjöstrand
PR Strategist
Bjarne Darwall
Web Strategist
Peter Gaudiano
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