The Project
At some point, the world decided everything had to be a choice. Sweet or salty. Work or life. Discipline or fun. Pick a side. Apparently, adulthood is just an endless series of multiple-choice questions. But most of these choices are fake. Because real life is messy, contradictory, and often absurd. Humans were never meant to be just one thing, and Twix was never meant to be just one bar.
What We Were Solving
Left Twix versus Right Twix had its moment. But in today's polarized world, it feels outdated and conflictive. The target was 18 to 35 year olds who know the brand but haven't thought about it in years.
How We Got There
People don't actually want to choose. They want more. So we leaned into the absurdity of everyday either/or moments and flipped them. Pilates or performance review? Class lecture or rave? Funeral or foam party? Why not both?
