Twix — Copy & Paste
Integrated Advertising Campaign · Creative Marketing · D&AD New Blood Brief · 2026
Created for the 2026 D&AD New Blood Twix brief, Copy & Paste begins with a cultural observation: an ad-resistant, second-screening generation uses shortcuts as everyday language. Ctrl+C and Ctrl+V turn Twix’s two-bar format into a behaviour digital audiences already understand — getting more with less effort. The idea scales from a keycap-inspired pack to OOH, social content and a two-person activation, showing how one simple insight can become a recognisable, participatory marketing system rather than another message the audience is merely asked to watch.
From Cultural Insight to Participation
The campaign does not borrow digital aesthetics at surface level; it builds every touchpoint around an existing social behaviour. Copying becomes packaging, pasting becomes participation and two bars become a reward shared by two people. This gives Twix a scalable creative platform that can live across product, media and community interaction while remaining instantly understandable.
Copy the taste. Paste the joy.
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