CHRIS NEWKIRK • creative leader
SXSW is a one-of-a-kind experience. And my team helped make it feel even more one-of-a-kind with TWIX’s two-of-a-kind presence there. Our task was to cut through the glorious chaos and clutter of the conference in a way that allowed SXers to walk away with an authentic sense of the TWIX brand by speaking their language: music. So we proposed a unique all-duos lineup, THE FIRST EVER at SXSW, which we coupled with a twos-themed house. The experience included an interactive Hall of Duos (where attendees could get hands-on with some of music’s all-time great pairs), a double exposure GIF generator, and more twofold fun. On top of that, we did something truly unique beyond your typical Instagram-able moments. We invited attendees to co-create a live music video for one of our headlining duos, Ghostland Observatory, utilizing the Cinebody app. Fans filmed the band performing their hit “Sad Sad City” to be instantly uploaded into the cloud for immediate integration into a live music video, which was released on TWIX social channels a few days after the performance.
The house had some of the longest lines of the conference, was featured on MTV’s TRL, and generated an estimated 18.7m media impressions, but what made it a real success was that it proved a clever, authentic, memorable expression of the brand’s identity. No one walked away not knowing that TWIX is the ultimate duo in the candy category.
creative director: Chris Newkirk creatives: James Best, Daniel Sumbang, Peter Hanley partners: Culture Collide
