What does Maxibon’s new Choc Chip Cookie Bon launch campaign look like? Well, according to SICKDOGWOLFMAN, it starts by asking what would happen if someone turned into a cookie.
The new integrated campaign marks the Australian launch of Maxibon’s Choc Chip Cookie Bon and will run across BVOD, online video, social and out of home, including custom builds.
Directed by Revolver’s Matt Devine, the hero film follows a man who realises he has turned into a cookie and shouts, “I’m a cookie!” before his housemate arrives to help. The situation then shifts when the housemate becomes distracted by how appetising he looks and tries to take a bite, prompting the plea: “Don’t eat me!”
To create the effect, the production team worked with Sharp FX to build a full prosthetic cookie suit from scratch. The suit was designed to include the cookie texture, choc chips, cracks and limbs, while still allowing enough movement for performance.
The campaign extends across social
Beyond the hero spot, the campaign includes social-first content for TikTok and Meta. The creative explores the day-to-day problems of living as a cookie, from leaving crumbs around the house to having fingers dipped into a glass of milk.
Maxibon said the product is a first-of-its-kind launch for the brand in Australia. The Choc Chip Cookie Bon features a cookie dough-flavoured slab with choc chips, sandwiched between two choc chip cookies on one end and dipped in chocolate with extra cookie pieces on the other.
Jess Wheeler, creative director at SICKDOGWOLFMAN, said: “This is a transformational piece of branded content that completely changes the conversation. In the sense that we transformed a dude into a giant cookie whose conversations are now about being attacked by birds every time he goes outside.
“The Choc Chic Cookie Bon is going to be an instant hit, and this was a seriously fun way to bring it to life by ‘going full cookie’. Matt and the team at Revolver did an incredible job.”
Now I have become cookie
Eileen Whitta, marketing manager, Maxibon, said: “Cookies are having a real cultural moment and we wanted to lean all the way in. The Choc Chip Cookie Maxibon is exactly what it sounds like, a full cookie experience in true Maxibon style.
“And speaking of ‘Maxibon style’, there’s nothing more Maxibon than turning someone into a full-blown cookie. We really love this campaign and we’re sure our Maxibon tribe will feel the same.”
Credits
Client: Maxibon
Head of Marketing: Andrea Hamori
Creative Lead: Damian Kelly
Marketing Manager: Eileen Whitta
Brand Manager, Maxibon: Isabelle Quayle
Agency: SICKDOGWOLFMAN
Creative Director: Jess Wheeler
Creative Director: James Orr
Design Director: Jake Turnbull
Business Director: Jarrick Lay
Senior Copywriter: Siobhan Joffe
Art Director: Leonie Duff
Designer: Dan D’Angelo
Account Director Victoria Concha
Senior Account Manager: Harshini Sivaraj
Senior Account Manager: Hannah Clements
Agency Producer: Nick Livingston
Production Company: Revolver
Director: Matt Devine
Managing Director / Co-Owner: Michael Ritchie
Executive Producer / Partner: Pip Smart
Executive Producer / New Business: Nick Payne
Producer: Max Horn
DOP: Simon J Walsh
Production Designer: Francesca Carey
Food Stylist: Carmel Gohar
Wardrobe: Nell Ferguson
Hair + Make up: Nat Burley
Photographer: Chris Hillary
Retoucher: Gabi Hughes
Prosthetics: Sharp FX
Post-Production: Glue Society Studios
Editor: Luke Crethar
Colourist: Ben Eagleton
Sound: Production Alley
Engineer: Ben Lowe