2021 Brand Experience & Activation


Category D03. Use of Social & Digital Platforms
Idea Creation FORSMAN & BODENFORS Gothenburg, SWEDEN
Media Placement FORSMAN & BODENFORS Gothenburg, SWEDEN
Production F&B INHOUSE Gothenburg, SWEDEN
Post Production SIMMA LUGNT Gothenburg, SWEDEN
Name Company Position
Leo Dal Forsman & Bodenfors Art Director
Karl Risenfors Forsman & Bodenfors Art Director
Sophia Lindholm Forsman & Bodenfors Art Director
Hampus Elfström Forsman & Bodenfors Copywriter
Martin Joelsson Forsman & Bodenfors Designer
Cilla Pegelow Forsman & Bodenfors Client Director
Ewa Edlund Forsman & Bodenfors Account Executive
Bjarne Darwall Forsman & Bodenfors PR-Strategist
Daniel Sjöstrand Forsman & Bodenfors Planner
Peter Gaudiano Forsman & Bodenfors Web Strategist
Anders Mattsson KnowIt Back-end developer
Jonas Quant Freelance Music

Why is this work relevant for Brand Experience & Activation?

The Bad Movie Index is a fully integrated campaign that centers on the main touchpoint of the brand: the streaming platform. By using something as simple as the price, we made it incredibly clear what the brand and the product is all about: high quality cinema.


Today, people watch more movies than ever before. There are more streaming services, more subscriptions, and more content. Unfortunately, quality often comes as the expense of quantity. Draken Film, Sweden’s leading streaming service for quality cinema, wanted to do something about it and help more people discover film outside the mainstream.

Describe the creative idea (20% of vote)

To help more people to discover quality film, we created The Bad Movie Index - a constantly changing membership price on Draken Film that gets lower, the more bad movies people watch on the biggest platforms.

Describe the strategy (20% of vote)

While there’s a lot of great content to stream nowadays, many of the streaming giants tend to focus on quantity instead of quality. That’s why the purpose of the Bad Movie Index was to serve as a real-time reminder of what Draken Film has to offer that the biggest platforms might not: highly rated, high quality films from underrepresented territories and directors. This way, we could strengthen Draken Film’s position as a champion and protector of quality cinema while at the same helping more people to broaden their film taste, when they needed it the most.

Describe the execution (30% of vote)

We created a fully integrated campaign with film, social, print, online and PR. All work directed to badmovieindex.com where people could follow the fluctuating index and sign up. To help people find the best time to sign up, we turned Draken Film’s programming team into streaming analysts that shared reports on the latest movie markets trends and its effect on the index. Then we gave people handy tips when the price was so low they could make a good deal, but also warning them when the price was skyrocketing. No matter the asset, we reminded people that today might be a great day for their future film life (or not).

List the results (30% of vote)

The campaign went live October 1st, so there are no tangible results to mention yet. But Draken Film has received an 18% increase in memberships compared to last year. The purpose for this campaign was also long-term brand building and awareness for Draken Film, which the campaign has succeeded with so far as it has been covered in media, news and film forums worldwide.