TWIX is one of the most beloved candy bars in America. In 2021, they were in search of new ways to infuse their decade-long “Left/Right” campaign — based on the absurd idea that the Left and Right TWIX bars are in fact separate and unique products — with contemporary cultural energy.

The objective was to drive attention among tech media and culture, measured by media attention and engagement with the campaign. Armed with a $500,000 budget, we created our NFTs, promotional social posts, a bespoke minisite and other assets.

To infuse TWIX’s iconic, decade-long “Left/Right” campaign with relevance for Gen Z, we created an innovative, unexpected twist on NFTs at the peak of Web3 mania. With our core idea of celebrating Left and Right TWIX as unique and separate, we had the opportunity to put our bars’ fans to the test.

We partnered with an up-and-coming digital artist to create two NFTs, one in honor of Left TWIX and one for Right. The twist? The two NFTs are identical mirror images of one another — allowing us to put them in a head-to-head sell-off and see whether Left or Right TWIX is more loved by our fans.

We partnered with an up-and-coming digital artist to create two identical mirror-image NFTs, one in honor of Left TWIX and one for Right. Each NFT showed a crowned Left or Right TWIX lounging imperiously on a golden chair in a throne room adorned with banners and accoutrements in TWIX’s iconic red and gold.

To accompany the NFTs themselves, we built a unique website designed with mirroring left and right sides (including mirrored navigation menus) — and promotional social posts that echo the regal imagery and colors from the original posts.

$11,000+ in NFT sales from fams

Media attention across the tech and marketing sector, ranging from Econo Times to AdAge

Prominent conversation with NFT influencers like Lady Phe0nix