Stranger Things is an audience magnet (especially with the fifth & final season launching on Netflix yesterday). Jumpscares are memory glue. SICKDOGWOLFMAN and production company, Limehouse, have made use of both those assets to put Maxibon, with its Born Different brand platform, at the top of the want lists this summer.

The campaign plays into the age-old (OK, since 1999) questions, Which way up is a Maxibon? Or down? Is the biscuit the top? Or is it the bottom? Now a limited edition Bon, and its campaign, are making things intriguingly stranger through the collaboration with Netflix’s hit series, Stranger Things. Fans can now theorise about ‘the upside-down’ in more ways than one, by tucking into a limited-edition ‘Bon – a white choc-flavoured slab loaded with cookie crumbs which is sandwiched between a dark chocolate biscuit on one end and a unique red-choc dip on the other end.

Eileen Whitta, marketing manager, Maxibon, stated, “With Maxibon we always endeavour to be a culturally relevant brand, so it’s a real ‘pinch yourself’ moment to collaborate with the iconic Stranger Things for its final season. We know the Maxibon tribe are always excited to see a new ‘Bon hit the shelves, especially one that has both a new biccie end and a new choc end – which end will they eat first? The teams at SICKDOGWOLFMAN and Limehouse have delivered the unexpected factor to this campaign.”

James Orr, creative director at SICKDOGWOLFMAN, added, “We wanted to build on the suspense inherent in the show, and the release of the fifth and final season, and really pair it with the release of the new Stranger Things ‘Bon. It’s not every day you get to work on a collab with one of the biggest franchises in the world, and it was a huge effort from everyone at Peters Ice Cream and Limehouse. We’re really excited to finally see it out in the world.”

The full campaign covers film, OOH, digital, and social executions – all made with Limehouse, that painstakingly crafted a Maxibon-sized piece of the Stranger Things universe with the team at SICKDOGWOLFMAN.

Credits: 
Agency: SICKDOGWOLFMAN
Client: Maxibon
Head of Marketing: Andrea Hamori
Creative Lead: Damian Kelly
Marketing Manager: Eileen Whitta
Brand Manager: Isabelle Quayle
Production Company: Limehouse
Head of CGI & VFX: Chris Andrews:
Creative Director, Stills Retouch & Grade: James Lucas
Senior CGI Artist: Rhys White
Managing Director & Executive Producer: Duncan Harriss
Senior Integrated Producer: Ashlee Savins
Flame Artist: Andy McKenna
Sound Design: Felix Orlando
VO Recording: Abe’s Audio
Concept Artist: Chris Sanchez
VFX Producer: Dave Kelly