Twix – ‘Staredown’
Research showed that 79% of viewers second-screen during the Super Bowl, so instead of competing for attention with a multi-million-dollar TV spot, Twix encouraged audiences to embrace the distraction. Viewers were challenged to stare at their phones during every ad break for the chance to win two solid gold bars, worth approximately $170,000.
Players visited Twix.com, where they were greeted by two lifelike gold bars with expressive eyes and mischievous personalities. Using front-facing eye-tracking technology, the website tracked each player's gaze throughout all 31 ad breaks. The longer participants resisted looking away, the greater their chance of winning.
The integrated campaign spanned film, digital, social, PR and influencer activity, generating exceptional engagement. Over 761,103 entries were submitted, with an average play time of 25 minutes and 31 seconds. One participant even remained engaged for 1 hour, 15 minutes and 29 seconds.
The campaign was awarded a Yellow D&AD Pencil.
Case Study Film
Production Spotlight
Alongside the hero campaign, I managed the production of bespoke influencer kits, partnering with US production specialists Hero Solutions to design and manufacture replica gold bars housed in custom-made red leather briefcases. Complete with a red felt interior, illuminated spotlights and bespoke engraving featuring eye motifs and the Two Is More Than One campaign branding, the kits were distributed to influencers and creators across the campaign. I also produced content with the Ying Yang Twins, ensuring talent, creative and production aligned seamlessly to support the wider rollout.
One of the project's biggest challenges was balancing creativity with practicality. Awarding two solid gold bars as the competition prize required extensive legal and compliance planning, with complex US regulations governing how the prize could be awarded and redeemed.
Alongside the physical production, I led production of the eye-tracking website, working closely with the website Producer, creatives and development team from concept through to launch. I was heavily involved in shaping the user experience, ensuring the creative vision translated seamlessly into the digital journey, while helping resolve technical challenges, including specialist hosting requirements within the Mars domain. By bringing together the client, creatives, developers and production teams, I removed blockers, mitigated risk and kept the platform on track for its Super Bowl launch.
Gold Prop Bars
Social Promo Videos 15 + 6s
Fly Posters
Stickers
