2019 Winners & Shortlists

TWIX FACE OFF

Short List
BrandMARS
Product/ServiceTWIX
EntrantIMPACT BBDO Dubai, UNITED ARAB EMIRATES
CategoryIntegrated Multi-Platform Campaign (Online & Offline)
Idea Creation IMPACT BBDO Dubai, UNITED ARAB EMIRATES
Production IMPACT PROXIMITY Dubai, UNITED ARAB EMIRATES

Background.

Twix has ran a brand platform that teases the public about the “difference” between Left and Right for a number of years. It’s often brought to life on TV and in digital video content, using creative executions personifying Left and Right as two people. For the first time ever, we invited the public to join the story and put themselves at the heart of the brand’s Left and Right debate.

Describe the creative idea.

The creative idea is to ask the public to “pick a side” in the ongoing left and right debate by submitting a selfie online. The selfie was then mirrored - creating two new photos - one made out of two lefts and one made out of two rights. The user could then “pick a side” by sharing their preferred photo across social media. Essentially creating an advertisement for our “Two Lefts” or “Two Rights” Twix packs.

Describe the strategy.

Strategically we identified personalisation as a key way to overcome the failure to understand the Twix brand platform - a common barrier faced in our region. We then decided that tapping in on an existing social practice used by our target audience would help in the translation of the key message. By inviting people to become part of our campaign and asking them to literally “Pick A Side”, we were able to deliver our brands communication in a engaging and salient way.

Describe the execution.

To execute the idea we launched a series of print, outdoor, and digital advertisements that illustrated what happens when you apply the Twix duality to someone’s face. A call to action asked people to “Pick A Side”, the brands tag line and to generate their own version of the ad on our microsite. On the custom built site, users could take or upload a selfie and then share the results across social media further driving awareness.

List the results.

+38% love vs the period to the campaign 83% positive sentiment +15% of brand buzz vs the period to the campaign

Credits

Name Company Role
Dani Richa Impact BBDO Chief Executive Officer
Paul Shearer Impact BBDO Dubai Chief Creative Officer
Tres Colacion Impact BBDO Dubai Creative Director
Giancarlo Rodas Impact BBDO Dubai Associate Creative Director
Simone Milani Impact BBDO Dubai Copywriter
Enrico Motti Impact BBDO Dubai Art Director
Ben Griffiths Impact BBDO Dubai Associate Creative Director
Logan Allanson Impact BBDO Dubai Creative Director
Muaath Ali Impact BBDO Dubai Frontend Developer
Marc Villeres Impact BBDO Dubai Backend Developer
Frances McCabe Impact BBDO Dubai Regional Account Director
Salma Shahin Impact BBDO Dubai Senior Account Manager
Emma Jane Randall Impact BBDO Dubai Account Executive
Links
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