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Category
Real-Time
Annual ID
OS_CU21_022M
About the Work
MAKING STI DATA SEXY
Every year the Australian Institute of Health and Welfare publishes data on the spread of STIs in Australia. Yet, despite these data being made widely available, STIs such as syphilis and chlamydia have more than doubled in the past decade. With many condom brands focusing on pleasure and performance, we saw an opportunity to visualize real-time STI data in a way that builds engagement around a product's health and safety benefits.
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 search data on Australia’s six top STIs: chlamydia, HIV, syphilis, herpes, gonorrhoea, and HPV.
A POWERFUL & DYNAMIC DATA VISUALIZATON
Our algorithm pulls data every 15 minutes, then visualizes it into six individual stock charts – so users can see how the “market” is performing throughout the day.
DATA-DRIVEN PRICING
Each chart is aggregated into a single composite – The STI Index, which drives the price of LifeStyles Condoms. Users can buy in real time or sign up for Price Alerts to get notified when condoms hit their desire price.
PULLING DATA, PUSHING ADS
As we monitored our platform, we noticed STI-related searches spiked late at night across Australia. We activated against these trends by deploying hyper-targeted ads when and where STIs were trending. So if Chlamydia searches surged in Darwin at 2AM, or in Adelaide at 4AM – LifeStyles was there with relevant, contextual messages.
Every year the Australian Institute of Health and Welfare publishes data on the spread of STIs in Australia. Yet, despite these data being made widely available, STIs such as syphilis and chlamydia have more than doubled in the past decade. With many condom brands focusing on pleasure and performance, we saw an opportunity to visualize real-time STI data in a way that builds engagement around a product's health and safety benefits.
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 search data on Australia’s six top STIs: chlamydia, HIV, syphilis, herpes, gonorrhoea, and HPV.
A POWERFUL & DYNAMIC DATA VISUALIZATON
Our algorithm pulls data every 15 minutes, then visualizes it into six individual stock charts – so users can see how the “market” is performing throughout the day.
DATA-DRIVEN PRICING
Each chart is aggregated into a single composite – The STI Index, which drives the price of LifeStyles Condoms. Users can buy in real time or sign up for Price Alerts to get notified when condoms hit their desire price.
PULLING DATA, PUSHING ADS
As we monitored our platform, we noticed STI-related searches spiked late at night across Australia. We activated against these trends by deploying hyper-targeted ads when and where STIs were trending. So if Chlamydia searches surged in Darwin at 2AM, or in Adelaide at 4AM – LifeStyles was there with relevant, contextual messages.
2021 Awards
Total Points: 3
Merit
Credits
Digital Agency
FCB/SIX / 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
Chief Creative Officer
Ian Mackenzie
Chief Technology Officer
Jacob Ciesielski
Creative Director
Andrew Bernardi
Designer
Ming Mikaeo
Editor
Ryan Hunt
Executive Creative Director
Colin Craig
Executive Producer
Julie Axell
Producer
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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