TWIX “The Encore”

The brief

Twix asked D&AD New Blood to make Twix famous for giving people a good thing, twice, through an attention-grabbing, culturally relevant brand activation for 18 to 35 year olds. The brand platform: “Two Is More Than One”.

The insight

To this generation, advertising isn’t just annoying, it’s invisible. They’ve developed a blindness to the hard sell. Most live in a state of digital fatigue, where every break is spent doom-scrolling and every experience feels like it ends too soon. To reach them, I didn’t need to make another ad. I needed to hack the very moment they expect disappointment.

The idea: The Monolith

I introduced an error into their routine. Placed in the busiest commute zones in London, New York and Berlin, this matte black tower stands in total contrast to the surrounding chaos. It has zero branding, just a timer. The aim is to lower people’s guard, using the language of boredom to hide a chaotic, over-the-top delivery.

The reveal

The timer hits zero, the screen goes dark and the crowd thinks it’s over. I hold the silence, then the glitch. The Monolith flashes in a frenzy of confetti and kinetic typography, and vending hatches on the sides open.

The Encore kit

The hatches release the Twix Encore kit, a metallic thermal-acid ziplock bag. Inside is a total system overhaul: a bar of Twix, exclusive branding stickers and the Encore token, a metallic key to claim another Twix from an exclusive vending machine.

Why it works

By turning a snack into a physical system breach kit, the idea moves people from mindless consumption to active participation, and proves physically that a good thing is always better twice.