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Turning "a good thing twice" into a data-driven exploration of human choice and temptation.
THE SELFISHNESS INDEX
Role:
Art Director
Copywriter
CHALLENGE:
Your job is to make Twix famous for giving people a good thing, twice, through an attention - grabbing and culturally relevant brand activation.
INSIGHT:
We grew up hearing “sharing is caring,” but when pleasure is immediate and personal, instinct takes over. Two bars do not create generosity. They create temptation.
IDEA:
Twix believes that having a good thing twice is a good thing. But do people actually agree? To find out, we turned a simple vending machine into a live social experiment that forces consumers to choose: keep both bars or share one. Each decision is recorded anonymously, turning thousands of private choices into public data that reveals a simple truth... Two bars don’t automatically mean sharing.
A social experiment that transforms snack purchases into filmed confessions about sharing.
BRAND ACTIVATION:
In public spaces, TWIX installed a normal vending machines. Before purchasing a twix, consumers were prompted on screen to choose: Share or Keep Both. Their decision is displayed anonymously in real time, turning personal choice into public data and proving that sharing is an option, not an obligation.
HOW IT WORKS
Machine glitches and spotlight inside the machine shines directly on Twix bar as a message appears asking a question.
Consumers select a Twix from the vending machine.
You will rehearse for 60 seconds, and then you will be recorded and timed to read the script
Depending on your response, you will receive a print-out of a script you will have to read out loud
once you receive your free twix, scan the qr code on the back, take a selfie using our personalized twix filter on instagram, and appear on twix’s story!
these responses will be collected to expose the truth to see how generous or selfish society really is
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