The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2023 One Show - Social Media

Bill it to Bezos

Agency Angry Butterfly / Toronto

Client Jane/Finch Community Centre

Category

Active Engagement / Call to Action

Annual ID

OS23_SM020S

About the Work

It’s the “2022 Robin Hood story" of a local community centre vs. one of the most powerful companies in the world, combined with a never-before-done tech twist . CONTEXT: The Jane/Finch Centre (JFC) took an innovative approach to their fundraising, asking people to donate to their very modest community centre by taking advantage of a loophole in Twitch (the gamer streaming service owned by Amazon), where none of the money donated comes from the donor themselves, but directly from Amazon - and therefore billionaire Jeff Bezos (in a perfectly legal way :). HOW IT WORKS: Everyone with an Amazon Prime subscription is entitled to $3.50/month that they can give to their favourite streamer on Twitch, but for the most part, this money goes unused and reverts back to Amazon. By subscribing to the newly created JFC stream on Twitch, JFC was the first ever to raise money for their community in a way that’s 100% funded by Amazon. It costs the user absolutely nothing (aside from the money they’re already paying for their Prime membership), and they get to donate Jeff Bezos’ money from right under his billionaire nose. THE TASK: To help the small community centre meet their donation goal of $20,000. Asking people for money is never easy, so when our team came up with a way to garner donations using a method that’s not only free for the user, but brings in one of the most wealthy and powerful men in the world as a foil, helping to spark a conversation around income inequality, we knew we were on to something. The MEDIA: The campaign had organic videos on Twitch and other platforms, with everything leading to our Twitch page or the campaign microsite. The earned PR was also an important awareness-driver. RESULTS: This campaign met the entire annual fundraising goal in under one week, with over 45% of the donations coming through Twitch subscriptions, and the rest as a result of the PR it garnered from local, national, and global news outlets.

2023 Awards

Total Points: 21

Credits

Agency

Angry Butterfly / Toronto

Music / Sound Production Company

Pirate Audio / Toronto

Art Director

Chenice Piercy

Copywriter

Ian Dunlop

Chief Creative Officer

Erin Kawalecki

Executive Creative Director

Raul Garcia

Executive Producer

Maggie Blouin

Strategist

Lais Tavares

3D Artist

Liam Murphy

Engineer

Ian Boddy

CEO

Brent Choi

Chief strategy Officer

Graham Candy

Digital Associate Creative Director

Amr Elkouedy

Head Of Production

Hanna Bratt

Senior Project Manager

Ana Del Monaco

Voice Talent

Sean McBride

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