Twix
For the 'Creative Ideation & AI Collaboration' course, led by Khatia Nodia at MASE in Berlin, my team and I chose to tackle the issue of the pleasure gap in heterosexual relationships. To address this, we developed a case film featuring the Colgate brand.
A break only feels comfortable when it's framed as a well-deserved reward.
The Problem.
Almost half of Gen Z and Millennials are burned out, and still can't allow themselves to stop.
As explored in "When Did Doing Nothing Become So Uncomfortable?", we have internalized the idea that self-worth equals production, turning true rest into a source of anxiety and triggering the 'guilt of doing nothing'.
(Deloitte Global Gen Z & Millennial Survey, 2022 | Harper's Bazaar India, Aug. 2025)
Technology has heavily contributed to increasing this sense of fatigue.
By completely dissolving the boundaries of our lives, it traps us in a continuous flow of hyper-connectivity where we are expected to be perpetually available.
To achieve this, it stripped away all friction, reducing our actions to mindless micro-movements like screen-tapping and infinite scrolling, ultimately making our interactions completely shallow.
In this landscape of digital exhaustion, even Homer Simpson’s infamous stunt, replacing himself with an analog drinking bird, suddenly feels completely justified.
The Idea
Hack Twice by Twix, where one hack earns a break and another doubles it with Twix.
This campaign taps into the rejection of hustle culture by celebrating everyday shortcuts as a smart act of harmless rebellion. We translated this behavior into a tangible dual-hack system through a pop-culture icon: the analog Drinking Bird.
The bird represents the first hack, a symbolic trick to outsmart the system and claim a moment of downtime. Twix serves as the second hack, the ultimate trophy and definitive reward, proving that a single snack can give you a good thing twice.
