“Our golden rule”, a three-layer campaign answering to the 2026 D&AD brief, positioning Twix as the Candy that gives people a good thing, twice. Focusing on treating others the way you want to be treated, and all the goodness that comes inside this little gold wrapper. Building on insights coming from Gen Z and “little treat” culture, we wanted to tap into giving more people, more treats. We partnered with World Vision to launch a social movement to promote sharing a Twix with another or donating the cost of a Twix to someone else, #doubetwixingchallenge.