No prizes for guessing the audience this Maxibon campaign is targeting. You’ve often heard, “I’ve eaten so many cookies, I’m turning into one.” The SICKDOGWOLFMAN campaign to launch Choc Chip Cookie in Australia makes it literal.
(Turn into a cookie and your best friend will try to eat you.)
The campaign’s absurd humour is boosted by Revolver director, Matt Devine. To make the transformation believable, the production team partnered with Sharp FX to build a full prosthetic cookie suit from scratch. The cookie, the choc chips, the cracks, the arms, the legs, the head, everything. And it had to be mobile enough to perform a TikTok dance.
The campaign extends beyond the hero film with a series of social-first content pieces across TikTok and Meta imagining the day-to-day struggles of living life as a cookie. From housemate arguments over trails of crumbs, to your mate quietly dipping your fingers in a glass of milk, the content explores the understandably chaotic reality of a biscuit-based existence.
Jess Wheeler, creative director at SICKDOGWOLFMAN, commented, “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.”
Eileen Whitta, marketing manager, Maxibon, added, “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.”
The campaign will run across BVOD, online video, social and OOH including custom-build.
Credits:
Client: Maxibon
Head of Marketing: Andrea Hamori
Creative Lead: Damian Kelly
Marketing Manager: Eileen Whitta
Brand Manager, Maxibon: Isabelle Quayle
Agency: SICKDOGWOLFMAN
Creative Directors: Jess Wheeler & 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 Managers: Harshini Sivaraj & 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
