Mio Streaming Energy
Twitch streamers broadcast for hours, often neglecting hydration. This leads to low energy streams, and disengaged audiences. MIO adds energy to water making it the perfect fuel for long streaming sessions.
But how could we get streamers and gamers to hear us on a platform that notoriously hates ads? By hijacking native Twitch behaviours and turning their streams into our ads.
We also created a 15s spot that spoke directly to our audience to remind them that MIO is their secret weapon when it comes to exhaustion and dehydration. This spot ran on Twitch simultaneously.
Agency: The Kitchen
Client: Mio, Kraft-Heinz
Creative Direction: Simon Au, Damon Crate
Art Direction: Fiorella Martinez + Tamia Whittaker
Copywriting: Adam Vanderkolff + Alex Hughes