Sharing has become the cultural default, but Twix flips that expectation on its head. With two bars in every pack, this campaign gives people permission to skip the generosity and double down on themselves. Twix isn’t for splitting — it’s for keeping.
For the guerrilla activation, iconic landmarks around the world are transformed into giant Twix bars through projection mapping. At night, towers like Chicago’s Marina City, Tokyo’s Metropolitan Government Building, and Kuala Lumpur’s Petronas Towers are illuminated in rich chocolate brown and golden yellow, creating the illusion of unwrapped candy bars towering over the city. Bold, playful, and impossible to ignore, the projections deliver Twix’s message in a way that turns entire skylines into billboards
a selfish pleasure made larger than life.
Social Activation:
“Don’t Share This Post”
We flipped the rules of social media to match Twix’s unapologetically selfish brand voice. Instead of encouraging shares, we dared people not to share.
Each week, Twix posted a bold challenge: “Some things aren’t meant to be shared. Like this post.” The mechanic was simple likes made the prize pool grow, but the second someone hit share, the game ended.
The tension created a self-policing community where fans urged each other to resist temptation, trolls tried to ruin it, and everyone watched to see how long the post could last. At the end, 10 lucky likers split the prize.
Copywriter :Matthew Shields
Art direction: Romina Zarnani