Twix ‘Iconic Duos’ campaign showcases “what entertainment IP can do that nothing else can”, says Born Licensing

Born Licensing has helped Twix split up some of entertainment’s most popular duos for a new campaign.

At the heart of Twix’s ‘Two is More Than One’ campaign is the idea that one great thing is good, but two is better. The ‘Iconic Duos’ creative brings this to life by featuring one half of some of the world’s most recognisable pairs, including Laurel without Hardy, Rick without Morty, and Wallace without Gromit.

Born Licensing played a central role in bringing the campaign to life, managing the entire licensing process from start to finish. Working closely with the agency and client from the earliest stages, Born Licensing supported the brainstorming and identification of suitable characters, assessed feasibility across multiple properties, and guided the creative development.

The team then led outreach and negotiations with multiple licensors and rights holders, coordinating parallel discussions. Born Licensing also managed the full approval process, working closely with rights holders to ensure all creative executions and marketing materials remained true to the characters while meeting campaign objectives. This included reviewing and submitting creative materials, coordinating feedback, and guiding the process through to final sign-off.

The campaign was developed in partnership with adam&eveTBWA, Weber Shandwick, and Publicis Media – and launched across high-impact OOH placements in the UK.

“This campaign is a perfect example of what entertainment IP can do that nothing else can,” said David Born, CEO of Born Licensing.

“Laurel & Hardy, Wallace & Gromit, Rick & Morty aren’t just characters, they’re cultural shorthand. The moment you see one half, your brain completes the other. That’s the kind of instant, emotional recognition that brands work for years to build, and licensed IP delivers it immediately.”