ADC Awards
ADC Annual Awards is the oldest continuously running industry award show in the world, with an incredible legacy of over 100 years. These awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design – all with a focus on artistry and craftsmanship.
Learn more about ADC105
Category
Innovation / Promotional Materials
Annual ID
ADC_ADV21_096M
About the Work
THE INTIMACY OF 1:1
In 2021, one of the most effective ways to deploy targeted, cross-platform advertising is through third-party cookies. However, by 2022 Google will no longer support these cookies, leaving brands to find new ways of creating 1:1 relationships with their consumers.
Our challenge: create a promotional experience that keeps LifeStyles customers coming back, building engagement and loyalty.
INSIGHT
STI data is, by its nature, all about risk mitigation. And because risk mitigation can be boring, STI data can seem inherently cold, unengaging and low-interest. But if you could reframe the data to focus on upside potential, you could unlock greater engagement.
IDEA
A stock-market inspired, e-commerce platform for LifeStyles Condoms that uses compelling data visualization and an engaging discounting mechanic to create 1:1 relationships with consumers. Because STIs, like stocks, are Publicly Traded.
COMBINING SEX AND SEARCH
As Australians search their symptoms, our platform uses the Google Trends API to gather real time data on the six most active STIs: chlamydia, HIV, syphilis, herpes, gonorrhoea, and HPV.
A POWERFUL & DYNAMIC DATA VISUALIZATION
Our algorithm pulls search data on Australia’s six top STIs every 15 minutes, then visualizes it into six stock charts – so users can see how the “market” performs throughout the day.
INVERSE PRICING MECHANIC
Each chart is aggregated into a single composite – The STI Index, which drives inverse pricing for LifeStyles Condoms. So when the need for protection is the greatest, accessibility for LifeStyles is the highest.
FROM MERGERS & ACQUISITIONS TO EMAIL ACQUISITION
Customers can buy in real-time or sign up for Price Alerts – an automated function powered by the Acoustic platform that triggers personalized notifications when condoms hit their desired price. Users can sign up for Price Alerts via email or SMS, providing LifeStyles with an opportunity for 1:1 communication.
In 2021, one of the most effective ways to deploy targeted, cross-platform advertising is through third-party cookies. However, by 2022 Google will no longer support these cookies, leaving brands to find new ways of creating 1:1 relationships with their consumers.
Our challenge: create a promotional experience that keeps LifeStyles customers coming back, building engagement and loyalty.
INSIGHT
STI data is, by its nature, all about risk mitigation. And because risk mitigation can be boring, STI data can seem inherently cold, unengaging and low-interest. But if you could reframe the data to focus on upside potential, you could unlock greater engagement.
IDEA
A stock-market inspired, e-commerce platform for LifeStyles Condoms that uses compelling data visualization and an engaging discounting mechanic to create 1:1 relationships with consumers. Because STIs, like stocks, are Publicly Traded.
COMBINING SEX AND SEARCH
As Australians search their symptoms, our platform uses the Google Trends API to gather real time data on the six most active STIs: chlamydia, HIV, syphilis, herpes, gonorrhoea, and HPV.
A POWERFUL & DYNAMIC DATA VISUALIZATION
Our algorithm pulls search data on Australia’s six top STIs every 15 minutes, then visualizes it into six stock charts – so users can see how the “market” performs throughout the day.
INVERSE PRICING MECHANIC
Each chart is aggregated into a single composite – The STI Index, which drives inverse pricing for LifeStyles Condoms. So when the need for protection is the greatest, accessibility for LifeStyles is the highest.
FROM MERGERS & ACQUISITIONS TO EMAIL ACQUISITION
Customers can buy in real-time or sign up for Price Alerts – an automated function powered by the Acoustic platform that triggers personalized notifications when condoms hit their desired price. Users can sign up for Price Alerts via email or SMS, providing LifeStyles with an opportunity for 1:1 communication.
2021 Awards
Total Points: 3
Merit Honor
Credits
Digital Agency
FCB/SIX / New York / Toronto
PR / Marketing Agency
Glossy Inc. / Toronto
Music / Sound Production Company
Grayson Matthews Audio Design / Toronto
Post Production Company
Married to Giants / Toronto
Media Distribution Company
Theory Crew / Toronto
Art Director
Steve Ierullo
Associate Creative Director
Andrew Bernardi
Chief Creative Officer
Ian Mackenzie
Chief Technology Officer
Jacob Ciesielski
Designer
Ming Mikaeo
Editor
Ryan Hunt
Executive Creative Director
Colin Craig
Executive Producer
Julie Axell
Nicholas Shaw
Strategist
Eli Ferrara
Writer
Hemal Dhanjee
Assistant Editor
Liam Crawford
Account Director
Fraser Jackson
Development Director
Luiz Costa
Director of Integrated Production
Gillian Morrison
Engineer
Brian Bernard
EVP, Global Growth
Mish Fletcher
Front-End Developer
Heung Lee
Tony Valderrama
Group Account Director
Shalta Dicaire Fardin
Integrated Producer
Venus Pun
Music Producer
Mark Domitric
Online Facility
Wingman VFX / Toronto
President
Andrea Cook
Public Relations
Shannon Stephaniuk
Quality Assurance Analyst
Ashish Mistry
Nataliya Vislyanska
Senior Business Analyst
Suraj Patel
Senior Full Stack Developer
Chris Ghouchandra
SVP, Director of Global Communications & PR
Melanie Mitchem
VP Group Account Director
Scott Sloggett
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