Twitch ANZ
Outputs: Creative campaign, digital marketing assets, video, OOH, gifting.
My role: Lead Designer, Art Direction
The Project: Elevate and celebrate local creators on Twitch; sparking love and support from local fans. The strategy revealed that while the campaign needed to hero the creators; highlighting both their amazing achievements and every day-ness; we needed to be mindful of the Aussie tendency to give into 'Tall Poppy Syndrome'... i.e. put someone on a pedestal, and the public will happily cut them down. (Especially in a mid-covid climate, where heroing front-line workers was rightfully centre stage!).
The Solution: We used a format already popular with the game loving audiences of Twitch; collectable cards. Taking inspiration from pokemon and Magic the Gathering, the card design was uber bright and nostalgic, unafraid of a bit of holographic foil. We then used photography of the creators in their own homes, at their desks, where they usually connected with their communities. For copy; we paired impressive stats with down to earth details.
Results: The campaign generated 8.5m social impressions, over 2 million social engagements, and was considered "a home run in boosting creator love" –Amy Potter, Marketing Manager at Twitch ANZ.
Credits
Hotwire Australia
Creative Director, Copywriter: Jen Dobbie
Art Director, Designer: Abi Gordon
Animation: Don Lim
Photographers: Dan Schultz, Doug Mountain, Ian Waldie, Steve Greenaway, Waynne Tait
Production Manager: Nat Luck