Services
Campaign Development, Copywriting
Credits
Lukman Ipese (Art Director)
Skills
Copywriting
Campaign Strategy
Brand Voice Development
Web Design
Tools
Adobe Illustrator
After Effects
Figma
Framer
Overview
I teamed up with an art director to tackle a D&AD New Blood Awards brief sponsored by Twix and adam&eveDDB. We dived into the culture shaping the language of 18-35 year olds and built a campaign rooted in it. I developed the tone of voice, copywriting across all touchpoints, the interactive website component, and the consumer journey.
Our insight? All 18 to 35 year olds are maxxing something nowadays: looksmaxxing, proteinmaxxing, even joymaxxing. We noticed that nobody has ever saved their second Twix bar. We gave a word to this consumer behavior:
Twixmaxxing (verb): eating the second Twix immediately without restraint.
We helped Twix launch 'Twixmaxxing' into the cultural conversation by declaring that this indulgence has gone too far. Our campaign centres around a playful, parody helpline urging consumers to save their second bar. The campaign fails miserably, as no one can resist Twixmaxxing.
