Twix
For the 'Award Excellence' course led by Kam Phullar and Giulia Magaldi at MASE in Berlin, I targeted the modern anxiety that makes taking a break feel uncomfortable if not fully deserved. To address this, I developed 'Hack Twice' for Twix, a campaign ecosystem built around a dual-hacking system.
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 melting the boundaries between every aspect of our lives, it exposes us to a continuous flow of hyper-connectivity where we are expected to be perpetually available.
To achieve this, it stripped away all friction, reducing our interactions to shallow, mindless micro-movements like infinite scrolling or screen tapping. In this landscape of digital exhaustion, even Homer Simpson’s infamous analog drinking bird stunt 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 drinking 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.
Across our TV commercials, the Bird serves as a visual decoy that awakens the protagonist, triggering a cheeky shortcut to outsmart the routine and steal a break.
The Hack Twice Award
We ask the public to share their most creative, real-life hacks to earn a break.
The best everyday life-hackers win the limited edition Twix Hack Kit.
The premium kit includes the Twix Branded Drinking Bird paired with the Twix Golden Keyboard Weight, serving as both a functional tool and the ultimate life-hacker trophy
Left Click + Drag: Rotate 3D model
Right Click + Drag: Pan camera
Scroll Wheel: Zoom in/out
