Twix: Harmoniser
Twix tasked adam&eveDDB London with launching a new global platform, 'Two is more than one,' to appeal to an under-35 demographic. The client needed to move away from divisive 'left vs. right' messaging toward a 'bothism' philosophy. The agency was challenged to create a culture-first activation that utilized existing communication habits to drive engagement and demonstrate the brand's new positioning in a relevant, innovative way.
Creative Idea
An AI tool turned awkward voice notes into harmonious duets to soften bad news.
Twix launched an AI-powered WhatsApp tool that transforms solo voice notes into harmonized duets, turning awkward or difficult messages into delightful experiences to reinforce the brand's new 'Two is more than one' platform.
Turning Awkward Voice Notes Into Musical Gold
Engineering Real Time Harmony
The technical backbone relied on a custom audio engine developed by Plan8. Unlike standard voice filters, this system performed real time pitch analysis on incoming WhatsApp voice notes. Calle Stenqvist and Tor Castensson designed the algorithm to detect the user's vocal range and instantly generate a complementary second track. By utilizing Vonage APIs, the team bypassed the friction of a standalone app, allowing the tool to live entirely within the native WhatsApp interface. This choice was critical, as it met the target demographic where they already spent their time.
Pivoting From Division To Unity
This campaign represented a significant strategic departure from the long running Left Twix vs. Right Twix rivalry. By embracing bothism, the brand shifted its narrative from conflict to collaboration. Fabio Ruffet noted that with over 7 billion voice messages sent daily, the brand needed to integrate into existing communication habits rather than interrupting them. The result was a highly sticky activation that generated 67 hours of harmonized audio in just two weeks.
Behind The Camera
Director Tim Bullock was selected to ensure the promotional films maintained a sharp, comedic tone without feeling overly corporate. The production team, including Rogue Films and Factory, focused on capturing the relatable frustration of modern digital communication. By casting everyday characters rather than A-list celebrities, the creative team kept the focus on the product utility. The final output saw 495,000 clicks to the tool, proving that consumers were eager to use the brand as a social lubricant for their daily digital interactions.
Creative Strategy Deconstructed
Company
Twix leveraged its 'twoness' brand identity to create a digital tool that physically pairs voices.
Category
Snack brands typically rely on traditional, static advertising rather than interactive, utility-driven digital experiences.
Customer
Younger users needed a way to soften the delivery of awkward or difficult personal news.
Culture
The massive popularity of WhatsApp voice notes among Gen Z made this an ideal integration point.
Company
Twix leveraged its 'twoness' brand identity to create a digital tool that physically pairs voices.
Category
Snack brands typically rely on traditional, static advertising rather than interactive, utility-driven digital experiences.
Strategy:
Solve social friction by embedding brand utility into the primary communication channels of the target audience.
Customer
Younger users needed a way to soften the delivery of awkward or difficult personal news.
Culture
The massive popularity of WhatsApp voice notes among Gen Z made this an ideal integration point.
Strategy:
Solve social friction by embedding brand utility into the primary communication channels of the target audience.
Results
The campaign generated 67 hours of voice notes in just 2 weeks, 459,000 click-throughs to the tool, and 62 million impressions.
67 hours
voice notes in 2 weeks
459,000
click-throughs to the tool
62M
impressions
Strategy Technique
Build an Utility, Not an Ad
By creating a functional tool that integrates into daily habits, the brand becomes part of the conversation. It solves a specific social tension rather than just broadcasting a message.
Explore Technique
Creative Technique
Unexpected Utility
The campaign transforms a standard communication tool into a brand-owned utility. It uses AI to solve the social friction of delivering bad news by literally harmonizing the user's voice.
Explore Technique
Craft Breakdown
This campaign's craft is exceptional due to its seamless integration of technology and humor, transforming a common communication method into an engaging brand experience.
The creation of a custom WhatsApp tool that processes audio in real-time to create harmonized duets is a highly innovative use of technology.
The script effectively uses humor and relatable scenarios to explain the tool's utility and connect it to the brand's 'Two is more than one' platform.
“The synergy between the innovative audio technology and the humorous copywriting creates a highly memorable and shareable campaign.”
