Display totem TWIX

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To launch this new recipe, JCDecaux devised a delicious Out-of-Home activation: two giant squirrels “stole” an XXL bar from the campaign and roamed Stockholm, from the underground to its shopping streets. The surprise effect was immediate. To support the arrival of Twix Hazelnut on the Swedish market, JCDecaux rolled out a campaign that broke out of the frame. After installing a striking visual showcasing the new bar, the activation shifted into a second narrative phase: the poster was transformed into a tongue‑in‑cheek “heist” scene staged by two squirrel mascots, who cheekily made off with the giant bar in front of passers‑by. By taking the product out of the street furniture, the brand moved from the status of advertiser to that of city player. Once the Twix Hazelnut bar had been “stolen”, the squirrels took to the streets of Stockholm and the metro network, turning every journey into a direct encounter with the public. People came across the XXL bar at bus shelters, on the underground, at pedestrian crossings or in shopping centres, generating countless interactions, photos and shares on social media.