Maxibon drops new PBJ Bon flavour in new integrated campaign via SICKDOGWOLFMAN
To celebrate the launch of its new flavour combination ‘PBJ BON’, Maxibon has launched a new integrated campaign via SICKDOGWOLFMAN.
How do you celebrate the coming together of two flavours that are the best of friends? Well, you do just that. But as giant, slightly strange, peanut and jam jar costumes worn by pro skaters. Then you have them lock eyes in an 80s movie-esque stare down before dropping into a bowl and smashing into each other and explosively turning into a Maxibon.
Says Jess Wheeler, creative director, SICKDOGWOLFMAN: “Every now and then you get to have a day where you think to yourself, ‘is this really my job?’. For myself, and everyone else at the agency, and everyone at Push, and everyone at Peters, that was every day we worked on this campaign. Just a load of fun from start to finish.”
The integrated campaign features a series of films produced by global production house Push supported by an OOH campaign shot by Jason Morey, as well as digital and social.
Says Stephanie Chosich, brand manager, Maxibon: “We’ve had more requests to bring this flavour back than any other, so we are happy to finally say, it’s back! Bringing these two flavours together called for a creative idea that united the duo in the most Maxibon, Born Different way. And the SICKDOG team have done this in spades. I’m not sure we’ve laughed so much on set in all my life.”
Costume design was handled by Sharp FX.
Client: Maxibon
Head of Marketing: Andrea Hamori
Creative Lead: Damian Kelly
Marketing Manager: Tara Cook
Brand Manager: Stephanie Chosich
Agency: SICKDOGWOLFMAN
Business Director: Jarrick Lay
Creative Director: James Orr
Creative Director: Jess Wheeler
Design Director: Jake Turnbull
Copywriter: Tremayne Gary
Art Director: Leonie Duff
Designer: Rohan Hill
Account Director: Victoria Concha
Account Manager: Tish Wiseman
Agency Producer: Nick Livingston
Production Co: Push
Director: Jonathon Lim
Executive Producer: Ashleigh Parker
Senior Producer: Sophia de Vries
Producer: Cameron Davis
First Assistant Director: Jess Farrell
DOP: Daniel Dunn
Content Shooter: Sean Finney
Food Stylist: Theresa Stastny
Costume Designer: Sharp FX
Photographer: Jason Morey
Colourist: Daniel Stonehouse / Crayon
25 Comments
So fun and love the focus of the combo!
Why are all these ice cream brands launching campaigns as we head into winter?
Great ad, great flavours. Can’t wait to try!
It’s already been done in 411 issue number 52.
This is good.
THAT’S WHAT I CALL
FMCG
Big fan of this.
this rips
…
I love these goofy ass smiley faces. Immediately hooked.
Love this. Wonderfully simple.
young gun
Are the commenters delusional? Is there a longer ad? What did I miss? Is this a horizontal Tiktoks? Am I getting old?
Fellow kids
SUPERBAD!!!
yo dogs this is siiick man wolf totes off the heeezy
Never seen so many comments from an agency about their own work. Trying to combat the negative comments from the last ice cream ad they posted I guess. Never in the history of CB has a short 15 second spot without a big idea ever received so much love. Not subtle at all.
nEvER bEForE hAvE I seen A 15s aD wItHoUt a BiG iDEa cElEbRaTED so MuCh
Mate it’s meant to make people want to buy an ice cream at the servo. You are not a serious person.
This is a good ad. Definitely not a shit ad.
Big dumb fun.
I can see how this will appeal to children. It looks like it was created by some of them. Clever.
Hope the agency are being paid overtime to comment on their own work.
This is pointless and does nothing for the product. Congrats on making some fun costumes though.
front salad back salad front blunt
If this ad’s goal was to annoy me the more I see it then it succeeded! Every time it comes on now I get more angry at this bloody ad!