Two years of relying strictly on television advertising had left Twix sales flat. We needed to branch out into other channels and wanted to strengthen the aspect of the brand that our research had shown to be memorable to Canadians: the absurdist humour.

We sponsored the HotDocs film festival - the largest documentary film festival in the world - and ran a short mockumentary in the pre-show leading up to each screening.

People who attended HotDocs were retargeted on facebook or YouTube with short videos related to our mockumentary.

Experiment - Bench

Experiment - Doors

Experiment - Shoes

Experiment - Elevator

Paul Hanlon. 

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