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Twix
Observation: Twix is a chocolate bar made by Mars Inc., consisting of a biscuit applied with other confectionery toppings and coatings, consisting of two bars.
Insight: Everyday life in full of unnecessary choices. What people really want isn’t a better option — it’s freedom from choosing.
Idea: 'Refuse the Binary'
Case History - D&AD
The challenge for Twix set by D&AD was to “make Twix famous for giving people a good thing, twice, through an attention-grabbing and culturally relevant brand activation.”
We went down the non-conventional route, questioning the brand’s long-standing Left vs Right narrative rather than reinforcing it. Instead of encouraging people to choose, we challenged the idea of choice altogether. Our campaign platform, “Refuse the Binary,”reframes Twix’s rivalry by suggesting that you don’t have to pick a side — you can have both. Through playful social scenarios and shareable moments, the campaign invites audiences to reject everyday binaries and embrace the freedom of having two good things at once.
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