Maxibon launches new flavour via campaign from SICKDOGWOLFMAN
Maxibon has launched a peanut butter and jelly flavour ice cream, accompanied by a campaign from SICKDOGWOLFMAN.
The announcement:
Historians will long speak of this day with reverence. Poets will pen odes. The state of Victoria will probably get another public holiday out of it. The day one of the greatest flavour combinations known to humankind collided inside arguably the greatest iced confectionery in world history – giving us the much heralded ‘PBJ BON’. (And, of course, how it was launched via an integrated campaign by 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. I mean, there’s really no other way.
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 + 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.”
The incredibly awesome and funny costume design was handled by Sharp FX, and will almost certainly make an appearance at the Peters Christmas party later in the year.
Credits:
Client: Maxibon
Head of Marketing: Andrea Hamori
Creative Lead: Damian Kelly
Marketing Manager: Tara Cook
Brand Manager: Stephanie ChosichAgency: 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 LivingstonProduction 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
Source: SICKDOGWOLFMAN
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