Ad of the Day: Twix leans into ‘maximalism’ with $2m brand refresh campaign
The new global brand platform comes from ad agency Adam&EveDDB and focuses on maximalism.
In a nod to its two-bar design, Twix celebrates the joy of having it all, as the chocolate bar gives you a good thing twice.
The campaign, ‘Two is More Than One,’ evolves the Twix brand from the idea of choice and opposition (left or right ) to one of having it all; after all, it is a cookie and a candy bar, chocolate and caramel, crunchy and chewy.
The platform launch is a 360-marketing campaign that includes a redesigned visual identity, OOH, TV, social and PR, bringing together a $2m investment for the Twix brand. The global campaign runs across 75 markets, including the UK, USA and Germany.
The new brand film, directed by Vedran Rupic, pulls on nostalgic cinema with a modern twist. It follows a high-speed car chase that ends with the protagonist climactically rolling off a cliff, only to be saved by the power of ‘two’ as it’s revealed he’s been driving a car on top of a car.
Credits
Creative agency: Adam&EveDDB
Senior creatives: Ben Robinson, Mike Whiteside
Creative directors: Colin Booth, Ben Stilitz
Chief creative officers: Ant Nelson, Mike Sutherland, Rick Brim
Social creative director: Rhys Edwards (Tribal Worldwide)
Integrated producer: Jessica Middleton
Assistant producer: Amy Galvin
Radio producer: Anna-Louise Vass
Social producer: Rupert Cottam (Tribal Worldwide)
Executive strategy director: Nick Hirst
Senior planner: Matilda Treloar
Chief client officer: Sam Lecoeur
Business director: Georgia Roca
Account director: James Baker
Account manager: Alice Shedden
Legal: Tom Campbell
Design: King Henry Studios: Karl Berwick, Will Whittington, Scott Silvey, Annabelle Dela Cruz
Production company: Vedran Rupic at Business Club
Service company: Orange Films SA
Editing company: Ben Crook at Marsheen
VFX/grading: Untold Studios
Soundtrack name: Molchat Doma
Music: Emily at Twenty Below
Audio post-production: Sam Ashwell at 750MPH
Media agency: Essence Mediacom
PR agency: Ketchum
Chief growth officer: Rachel Rix
Director: Jade Cooper
Director: Becky Hudson
Associate director: Mel Sharpe
Featuring:
adam&eveDDB
adam&eveDDB is a communications agency that specializes in advertising, design, digital, media, and social.