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Plot-Twister
Campaign | Unilever
2024
Project Details
Roles : Strategist & Art Director
Credits :Dave Yu Warsanta & Thessalonica Ruth Meiriane
Recognition : Wooden Pencil D&AD New Blood Awards 2024
Your stories, with a twist
Plot-Twister is a story-first brand campaign that connects consumers through shared experiences, inviting them to tell their tales and engage with others in unexpected ways.
The Brief
Developed an innovative guerrilla marketing campaign to reintroduce Wall’s Twister to a vibrant, young audience (ages 16-18) while reconnecting with those who have loved the brand throughout their childhood. The challenge was to create excitement and buzz around Twister’s refreshed look and feel for 2024, leveraging unconventional, surprise-driven on-the-ground activations that incorporate Out of Home advertising.
The Challenge
Reignite Relevance with Gen-Z
Twister had lost cultural relevance among Gen Z, who no longer saw it as a fun, nostalgic treat
Shift Negative & Misaligned Perceptions
The brand name was more associated with natural disasters than ice cream
Address Limited Brand Visibility
Twister lacked presence and discoverability, especially in markets like Singapore
Bridge Gen Z’s Social Disconnect
Many young people craving more ways to connect, it's needed to spark meaningful interactions
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Plot-Twister 1
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