“Chocolate bar launches a series of social experiments in order to find out which side is the best side.”
Twix's rival factory ads were rapidly growing stale. We needed to breathe new life into the brand while keeping the left vs. right rivalry top of mind. To do this we created a short "mockumentary" that followed a zany professor obsessed with determining which side is the best side. The mock-doc premiered at Hot Docs International Film Festival, then internet-wide.
We also conducted a national survey to find out what side of pretty much everything people preferred. Results were then transformed into playful OOH and social posts that people couldn't resist sharing and talking about.