Locking eyes in a stare down before dropping into a bowl, smashing into each other and explosively turning into a Maxibon.
How do you celebrate the coming together of two flavours that are the best of friends? By representing them as giant, slightly strange, peanut and jam jar costumes worn by pro skaters, before having 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.
In the latest creative work for Maxibon's relaunched Peanut Jams with Butter ice cream, 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 and social.
SICKDOGWOLFMAN's creative director, Jess Wheeler, said 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," he said.
"Just a load of fun from start to finish.”
Maxibon's brand manager, Stephanie Chosich, said Maxibon has had more requests to bring this flavour back than any other.
"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," she said.
"I’m not sure we’ve laughed so much on set in all my life."
Credits:
Client: Maxibon
Head of Marketing: Andrea Hamori
Creative Lead: Damian Kelly
Marketing Manager: Tara Cook
Brand Manager: Stephanie Chosich
Agency: 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 Livingston
Production 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
