Publicis Mojo Melbourne gives Maxibon action heroes

Publicis Mojo Melbourne gives Maxibon action heroes

Publicis Mojo Melbourne has gone all plasticy on Peters Maxibon, with its new campaign promoting the iced confection through personalised action hero figures.

Five winners each day will have their hair and facial features emulated into a doll through the latest 3D printing technology.

“The action figures are incredible,” says Michelle Walsh, creative director at Publicis Mojo. “I was lucky enough to be immortalised in plastic myself and I’ve never looked so good!”

The campaign incorporates TV, outdoor, cinema and digital elements. The centrepiece is an online film that parodies a 1980s action figure commercial.

This campaign for Maxibon follows the Man-Chew campaign from 2011, also created by Publicis Mojo Melbourne, which saw sales of the brand increase 22.4%.

Credits: Client Peters Ice Cream, creative director Michelle Walsh, creatives Michelle Walsh and David Schaak, production Jasmin Helliar, Oscar Birken, Kristy Russell and Diana Czechowska, Head of Strategy Tania Farrelly, production company Photoplay, director Matt Kamen, producer Chris Kamen, sound and music Sonar Music, photographer Andrew Vukosav.

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