2025 Winner

Twitch streamers often forget to hydrate, leading to low-energy streams and disengaged audiences. In response, Mio hijacked streamer channels, turning them into ads for its enhancer that brings energy to water. The Kraft Heinz brand used a common command on streamer message boards, reminding them to “!hydrate” while streaming. When they did, the brand flooded their streams with dozens of Mio accounts using Twitch’s “Raid Stream” feature, boosting audiences and engagement. In just three days, Mio reached thousands of Twitch users and reminded them of the importance of staying hydrated and energized.

Credits

The Kitchen North America:
Tom Evans: Head of The Kitchen
Simon Au: Executive Creative Director
Damon Crate: Creative Director
Adam Vanderkolff: Copywriter
Daniel Corrigan: Designer and Animator
Fiorella Martinez: Senior Art Director
Tamia Whittiker: Art Director
Fiona Lam: Content Creator
Sam Bird: Content Creator
Deanne Wint: Content Creator
Crystal Huang: Designer
Julie Benevides: Head of Operations and Production
Jan Parma: Executive Producer
Gabs Santos: Producer
Kathleen Bokar: Head of Strategy
Monika Hesch: Senior Strategy Director
Chantal Legge: Senior Strategist
Ben Percifield: Senior Strategist
Nicole Eum: Social Media Manager
Trina Quach: Social Media Manager
Julianne San Antonio: Strategist
Brandon Morrison: Group Account Director
Jennifer Feldman: Account Director
Maddy Violi: Account Coordinator

Kraft Heinz:
Samantha Mills: Director, Brand Communications
Adrian Villalpando: Brand Manager
Nicoline Hansen: Analyst, Brand Communications