Brand: Twix
Campaign: Twix Harmoniser
Format: Audio Ad
Agency: adam&eveDDB London
Partners: Meta // Whatsapp
Launch Date: 2025
My Role: Client Side Creative Strategy and Design Direction
TWIX HARMONISER
Turning one voice into two to prove that Two is More Than One.
Activation Overview
To bring Twix’s global platform, “Two is More Than One”, into culture, we turned one of the world’s most familiar forms of communication into a Twix experience.
Created in partnership with Meta for WhatsApp, Twix Harmoniser transformed everyday voice notes into unexpected two-part harmonies.
Send one voice. Get two back.
From awkward apologies to disappointing news, Harmoniser made almost anything sound sweeter, proving the Twix proposition through an experience people could actually use.
The Challenge
Twix had a new global brand platform built around a simple thought:
“Two is More Than One.”
7 BILLION
VOICE NOTES ARE SENT EVERYDAY
How could Twix turn an everyday behaviour into proof that Two is More Than One?
The challenge was to make that idea mean something beyond traditional advertising, particularly for a younger audience.
The opportunity came from a behaviour already embedded in everyday communication. More than seven billion voice notes were being sent on WhatsApp every day, while voice notes were the preferred communication method for 37% of 18–34-year-olds.
Rather than simply telling people that two was better than one, how could Twix prove it?
Creative Summary
Everything sounds better in harmony.
So we took the most ordinary of digital behaviours, sending a voice note, and applied the Twix philosophy to it.
One voice went in.
Two voices came back.
Twix Harmoniser transformed everyday WhatsApp voice notes into harmonised duets, making even the most mundane, awkward or disappointing messages unexpectedly delightful.
It turned “Two is More Than One” from a campaign line into something people could hear, experience and share.
The Concept
What if we could prove that two really is better than one?
The idea started with sound.
While developing how “Two is More Than One” could live across radio and streaming, two voices working together naturally led to harmony. The creative team began experimenting with the comedy of harmonising things that had absolutely no business being sung, from dry information to bad news.
But the idea had the potential to go beyond advertising.
We pushed it into a behaviour millions of people were already using every day.
The result was Twix Harmoniser: a WhatsApp experience that could take an ordinary voice note and double it, transforming a single voice into a sweet-sounding duet.
One became two.
And two made it better.
The Executiuon
Working with Meta for WhatsApp, the team developed a digital experience that allowed people to submit everyday voice notes and receive them back as harmonised duets. Digital and AI technology powered the transformation, creating the playful effect at the centre of the experience.
The creative system deliberately played with contrast.
A disappointing message could still sound delightful. An awkward confession became a duet. Mundane information suddenly sounded musical.
That tension gave the experience its humour while reinforcing the brand idea every time somebody used it.
The activation extended across Europe, supported by influencer and paid social activity alongside an online film depicting the awkward situations where Harmoniser could make an uncomfortable voice note sound a little sweeter.
The idea also extended naturally into audio advertising. The radio execution used two harmonising voices to deliver deliberately mundane messages, with the performances and sound design carrying the comedy without relying on visuals.
The result was an activation where the brand platform, product truth, media behaviour and execution all worked around the same simple device:
Two voices are better than one.
Impact
62 MILLION
IMPRESSIONS
495,000
CLICKS TO TOOL
67 HOURS
of Voice Notes created in 2 weeks
Harmoniser gave “Two is More Than One” a role beyond campaign communications.
Instead of simply asking younger audiences to remember a new Twix proposition, it gave them a way to experience it through a behaviour already embedded in their everyday lives.
The activation connected the brand with a communications format used at enormous scale, with more than seven billion voice notes sent through WhatsApp every day.
Recognition
Cannes Lions, Silver, Brand Experience
Cannes Lions, Bronze, Brand Experience
Cannes Lions, Bronze, Audio
Cannes Lions, Bronze, Social
Cannes Lions, Shortlist, Social
Cannes Lions, Shortlist, Social
Cannes Lions, Shortlist, Audio
Cannes Lions, Shortlist, Direct
Cannes Lions, Shortlist, Film
D&AD, Graphite, Audio & Radio
D&AD, Shortlist, Digital Experience
D&AD, Shortlist, Media
Clios, Bronze, Social Media
Clios, Shortlist, Experience/Activation
Clios, Shortlist, Direct
Clios, Shortlist, Film
British Arrows, Bronze, Writing
British Arrows, Shortlist, Food & Drinks
British Arrows, Shortlist, Integrated Campaign
Creative Circle, Shortlist, Radio
Shots, Silver, Concept
Eurobest, Silver, Film
Eurobest, Bronze, Audio
Eurobest, Bronze, Direct
Eurobest, Bronze, Brand Experience
Eurobest, Shortlist, Brand Experience
Eurobest, Shortlist, Audio
Eurobest, Shortlist, Audio
Eurobest, Shortlist, Social
Radio Centre, Audio Ad of the Year
Campaign, Audio Ad of the Year, #2
1.4 Awards, Commercial, Longlist
The APA Collection 2025, Winner
The work also won the 2025 Audio Ad of the Year, awarded by Radiocentre and Campaign after being selected from a shortlist curated from more than 60 entries.
Campaign readers subsequently crowned Twix Harmoniser the winner, with the work recognised for translating “Two is More Than One” into an audio idea built around harmony.
