This year’s D&AD New Blood Awards offered an awesome brief that was set by Twix in collaboration with adam&eveDDB. Twix wanted to reposition itself from the past decade’s “left vs. right” rivalry to a new brand-platform celebrating the joy of getting two; changing the narrative to “two is more than one”. The challenge was to bring this to life through a talkable brand activation that makes Twix synonymous with getting a good thing twice, to reconnect the brand with under-35’s.

People don’t just eat Twix – they have their own way of eating it. I came to find that these methods appear as small rituals. They’re shared, compared and performed online – often turning into debates about the “correct” way to consume a Twix.

#MyTwixMethod turns personal habits into something to share, recognize and celebrate. Instead of debating the right way to eat a Twix, people are invited to show their own – making everyday rituals a form of self-expression and turn separation into relations. The idea lives across social, where people share their own Twix methods and explore others. In the real world, double-stacked OOH showcases different “Twix personalities” side by side – bringing “Two Is More Than One” to life and prompting recognition from the viewer.

Furthermore, when people buys a Twix it comes as a Twix Kit with two napkins – one for now, one for later – reinforcing the idea that whatever your method is, you get to enjoy it twice - on the go as well.