Ocean Blue launches first brand campaign via SICKDOGWOLFMAN

SICKDOGWOLFMAN has launched the first major brand campaign for Max Foods’ smoked salmon brand, Ocean Blue.

The tongue-in-cheek campaign sought to achieve cut through in an often indistinguishable FMCG category, using a witty tone of voice and ownable visual identity to separate Ocean Blue from the rest.

James Orr, creative director & founder at SICKDOGWOLFMAN, said: “The beauty of the opportunity with Ocean Blue was to start fresh. To create a brand that’s bold, confident and clean, and naturally engaging in an FMCG world that can be far too functional.”

Through the campaign, SICKDOGWOLFMAN aims to establish Ocean Blue as the long-term smoke salmon brand of choice in Australia.

Claudia Boniburini, marketing manager at Max Foods, said: “Ocean Blue is a quality product that elevates whatever ingredient, snack or meal its paired with. We love how the team at SICKDOGWOLFMAN have brought this to life.”

The campaign rolls out across outdoor, digital and social.


Client – Max Foods
Marketing Manager: Claudia Boniburini
Chief Sales and Marketing Officer: Daniel Thompson

Creative Agency – SICKDOGWOLFMAN
James Orr – Creative Director
Jess Wheeler – Creative Director
Jake Turnbull – Design Director
Jarrick Lay – Business Director
Cat O’Brien – Account Manager
Producer – Seonaid Drummond

Adrian Lander – Photographer

Strategic Partner – Untangld
Co-Founder + Business and Operations Director: Jamal Cassim
Co-Founder + Strategy & Research Director: James Needham
Associate Business Partner – Sarah Cox


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