The One Show
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Category
Commerce
Annual ID
OS24_EX065M
About the Work
The purpose of this project was to turn lingerie shopping turned into a life-saving action.
Every lingerie website looks the same – with models featured in typical beauty poses. K-Lynn’s looked no different – but then we changed that.
We re-shot K-Lynn’s entire lingerie collection, turning every beauty pose into a step-by-step guide to self-check for breast cancer. And since most lingerie shopping is done in private, K-Lynn’s e-commerce website became a first-of-its-kind platform that could directly reach women during a captive moment and encourage them to act by immediately performing a self-check. An interactive chatbot on the website even provided women with the option to schedule a mammogram screening at affiliated clinics.
Statistics indicate that women in the region spend an average of 60 minutes daily, browsing fashion online – and even longer when it comes to browsing lingerie. And 5 out of these 60 minutes are all it takes to perform a life-saving breast cancer self-check. So, our creative strategy was to give these women – who form the core target audience of K-Lynn – these lifesaving five minutes on K-Lynn’s e-commerce website without disrupting their shopping experience. And by doing so, sustain an always-on conversation – beyond just the usual ‘Pinktober’ awareness campaigns – around the importance of regular self-checks or mammogram screenings for early detection of breast cancer.
K-Lynn’s entire lingerie collection was re-shot with models posing to showcase step-by-step instructions for a breast cancer self-check – and the e-commerce website was made live right after the clutter of breast cancer awareness campaigns faded away post-October. The re-launch of the e-commerce website with this purpose-driven imagery was supported with social media content (posts, reels, stories) and influencer collaborations along with digital screens and posters in K-Lynn stores across the region. Every promoted post and reel were directed to K-Lynn’s website that motivated the shoppers to perform a self-check immediately.
The website continues to remain live even today, directly targeting daily visitors with an always-on conversation around the importance of regular self-checks and mammogram screenings, beyond just the month of October.
Every lingerie website looks the same – with models featured in typical beauty poses. K-Lynn’s looked no different – but then we changed that.
We re-shot K-Lynn’s entire lingerie collection, turning every beauty pose into a step-by-step guide to self-check for breast cancer. And since most lingerie shopping is done in private, K-Lynn’s e-commerce website became a first-of-its-kind platform that could directly reach women during a captive moment and encourage them to act by immediately performing a self-check. An interactive chatbot on the website even provided women with the option to schedule a mammogram screening at affiliated clinics.
Statistics indicate that women in the region spend an average of 60 minutes daily, browsing fashion online – and even longer when it comes to browsing lingerie. And 5 out of these 60 minutes are all it takes to perform a life-saving breast cancer self-check. So, our creative strategy was to give these women – who form the core target audience of K-Lynn – these lifesaving five minutes on K-Lynn’s e-commerce website without disrupting their shopping experience. And by doing so, sustain an always-on conversation – beyond just the usual ‘Pinktober’ awareness campaigns – around the importance of regular self-checks or mammogram screenings for early detection of breast cancer.
K-Lynn’s entire lingerie collection was re-shot with models posing to showcase step-by-step instructions for a breast cancer self-check – and the e-commerce website was made live right after the clutter of breast cancer awareness campaigns faded away post-October. The re-launch of the e-commerce website with this purpose-driven imagery was supported with social media content (posts, reels, stories) and influencer collaborations along with digital screens and posters in K-Lynn stores across the region. Every promoted post and reel were directed to K-Lynn’s website that motivated the shoppers to perform a self-check immediately.
The website continues to remain live even today, directly targeting daily visitors with an always-on conversation around the importance of regular self-checks and mammogram screenings, beyond just the month of October.
2024 Awards
Total Points: 3
Merit
Credits
Agency
Leo Burnett Dubai / Dubai
Media Agency
Starcom / Dubai
Production Company
Prodigious / Dubai
Art Director
Mohammed Sharique
Yasmine Elashry
Associate Creative Director
Paurav Shah
Chief Creative Officer
Kalpesh Patankar
Chief Strategy Officer
Tahaab Rais
Content Creator
Mohammad El Sabeh
Copywriter
Rahul Sharma
Creative Director
Divyan Kriplani
Editor
Al Ajhar Hussain
Motion Designer
Sam Mathey Thomas
Photo Editor
Devraj Devraj
Photographer
Tanya Rex
Producer
Sylvia Trinidade
ACD
Farhan Siddiqui
CEO
Bassel Kakish
CEO (Klynn)
Sami Karam
Communications Executive
Mikaela Nmeir
Director - Strategy & Insights
Moushami Bhattacharya
Makeup Artist
Katie Katie
Mariam Mariam
Managing Partner (Klynn)
Christopher Karam
Marketing Director (Klynn)
Ryan Karam
Sr. Comms Manager
Harsh Kocher
Videographer
Jamal Jamal
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