NAILED IT

An interactive D&AD campaign for Twix, challenging consumers to "beat the factory" with a DIY assembly kit

Project Details

Client /

Twix

Direction /

Advertising

Art Direction

campaign

Credits /

Ulrich Alvarez

Main Software /

Photoshop

AI /

AI was Used Partially

Context /

Academic work

When /

2025

Award /

Best Campaign of Class

Overview

A creative campaign for Twix, developed for the D&AD Award Show, that transforms a passive snack into an active DIY experience. The project features a limited-edition "unassembled" kit that challenges consumers to hand-craft their own second bar to match the factory original.

Insight

Consumers deeply value what they create themselves. By pairing a simple DIY task with a favorite candy, we shift the product from a standard snack to a high-value, entertaining experience,

Challenges

The main challenge was to remove the "friction" typically associated with DIY projects, such as ingredient shopping and prep work. We needed to design a product that was low-risk and affordable while maintaining high engagement and viral potential.

My Solution

I co-designed a limited-edition box containing one "perfect" Twix and an "unassembled" kit consisting of a biscuit, caramel, and meltable chocolate. The packaging includes a humorous 12-step recipe that encourages users to share their "Expectation vs. Reality" results on social media using the hashtags #TwixNailedIt or #TwixFailedIt

Takeaway

This project demonstrated my ability to leverage consumer psychology to drive brand engagement. It proved that strategic packaging and a playful "call to action" can turn a simple product into a shareable social media moment.