Sorriso is a toothpaste brand with a classic signature recognized by everyone in Brazil. But we needed to renew it to a younger audience and get into the gaming world. The challenge was: how can we do this with no history whatsoever on gaming platforms?

The idea was to use the Sorriso sound signature and visual signature, a classic recognized by everyone in Brazil, to create a new type of media by replacing the sub animation that streamers use on twitch for three reimagined versions of our signature. Streamers showed our logo and sound signature instead of their alert when they received a subscription, and each time it appeared on screen, they earned money just like a media channel would.

The “subscription” animation is an essencial moment on Twitch streams. It’s when everyone can support the streamer financially, and appear on screen and be a part of the channel. Normally, streamers use visual alerts to celebrate the subs. But we figured out these animations could be replaced by anything. So, our strategy was to partner with 20 streamers to use that as a media channel – “hacking” twitch’s native platform to do an ad without interrupting anybody’s fun.

During 15 days, 20 streamers changed their subscription audio/ image alert to our iconic signature. They had 3 different options of the renewed logo to choose and each one had an artistic reference from the gaming world: epic, pixel and FPS.

We had 20 streamers, more than 4MM reach, 28k views, with +250 streaming hours, and the best part: zero minutes of fun interrupted.