LifeStyles – Publicly Traded

Brand Activation


FCB/SIX, New York, NY

Client: LifeStyles Chief Creative Officer: Ian Mackenzie Executive Creative Director: Colin Craig Associate Creative Director: Andrew Bernardi Copywriter: Hemal Dhanjee Art Director: Steve Ierullo Designer: Ming Mikaeo Senior Strategist: Eli Ferrara VP, Group Account Director: Scott Sloggett Group Account Director: Shalta Dicaire Fardin Account Director: Fraser Jackson Director of Integrated Production: Gillian Morrison Integrated Producer: Venus Pun Development Director: Luiz Costa Senior Business Analyst: Suraj Patel Front-End Developer: Heung Lee, Tony Valderrama Senior Full Stack Developer: Chris Ghouchandra Quality Assurance Analyst: Nataliya Vislyanska, Ashish Mistry President: Andrea Cook EVP, Global Growth: Mish Fletcher SVP, Director of Global Communications & PR: Melanie Mitchem Editing Company: Married to Giants Editor: Ryan Hunt Assistant Editor: Liam Crawford Executive Producer: Julie Axell Online Facility: Wingman VFX Music and Sound Design: Grayson Matthews Audio Design Music Producer: Mark Domitric Engineer: Brian Bernard Producer: Nicholas Shaw Media Agency: Theory Crew PR Company: Glossy Inc. Public Relations: Shannon Stephaniuk

Winning Website:

Just like stocks, STIs are publicly traded. This stock-market inspired e-commerce platform turned short-term condom buyers into long-term investors by monitoring real-time search trends around STIs, and graphing it on the STI Index. We tied the price of Lifestyles condoms to this moving index, allowing customers to buy at lower costs when STI search was booming. In doing so, we captured first party data that allowed us to build long-term engagement and loyalty.