2023 Winner

The Jane/Finch Community Centre’s “Bill It to Bezos” campaign, by Angry Butterfly, found a unique way to raise funds on Twitch – by exploiting a free benefit offered only to Amazon Prime subscribers. The insights: Twitch streamers rely on subscriptions to make money; Twitch is owned by Amazon; every month, Amazon gives their Prime members a free $3.50, which members can then pass on directly to verified Twitch streamers by subscribing to their channel. So, the community centre became a Twitch streamer. This allowed Prime users who subscribed to the centre’s Twitch account to donate that free $3.50 – essentially raising funds provided by Amazon. Six thousand people ‘billed it to Bezos,’ and the centre raised more in five days than the past three years combined. In all, 45% of donations came through Twitch.

Credits

Client: Jane/Finch Community and Family Centre
CEO: Brent Choi
CCO: Erin Kawalecki
CSO: Graham Candy
ECD: Raul Garcia
Art Director: Chenice Piercy
Copywriter: Ian Dunlop
3D Artist: Liam Murphy
Digital ACD: Amr Elkouedy
Head of Production: Hanna Bratt
Sr. Project Manager: Ana Del Monaco
Editors: Raul Garcia, Chenice Piercy
Audio: Pirate Toronto (Executive Producer: Maggie Blouin)
Audio Director/Engineer: Ian Boddy)