Maxibon has launched a new campaign via creative agency SICKDOGWOLFMAN to introduce its new Barney Banana ice cream, bringing back the nostalgic character for a new generation of consumers.
The integrated campaign, produced in partnership with production company Haven’t You Done Well, marks the return of Barney Banana in the form of Maxibon Barney Banana, combining the banana-flavoured ice cream bar with Maxibon’s signature dual-ended sandwich.
The campaign centres on Barney’s return to the spotlight after a lengthy stint away, with the once-famous primate struggling to keep up with the times and relying on his long-time talent manager, Glen, to get his career back on track.
The creative plays on Barney’s cultural nostalgia, referencing a time when petrol was leaded, Kylie Minogue was known as Charlene and TikTok was still a biscuit with a clock on it.
SICKDOGWOLFMAN creative director James Orr said the agency felt the pressure of bringing back a recognisable Australian character.
“As far as new flavours go, it doesn’t get much bigger than this. It’s not often you get to bring back a local legend, so we definitely felt some pressure to do Barney justice,” Orr said.
“The Haven’t You Done Well crew were the perfect partners to reignite the career of Australia’s most talented and delicious monkey.”
Director Jemma Cotter and animator Alyssa Smedley worked together to bring Barney into the modern era, with the campaign shot on location and the character evolving from hand-drawn scamps into a finished 2D-animated execution.
The campaign will run across TV, out-of-home, digital and social, including bespoke edits for Meta and TikTok.
Peters chief marketing officer Andrea Hamori said the return was designed to tap into the nostalgia associated with the original product while introducing Barney to new audiences.
“Barney Banana is one of those products Aussies have an incredible amount of nostalgia for. We knew if we were going to bring him back, we had to do it in a way they wouldn’t expect,” Hamori said.
“Longtime Barney fans are going to go bananas for it, and it might even turn the heads of a few banana deniers along the way.”
Credits
Client: Peters Ice Cream
Head of Marketing: Andrea Hamori
Marketing Manager: Rachel Veltman
Brand Manager: Isabelle Quayle
Creative Lead: Damian Kelly
Agency: SICKDOGWOLFMAN
Business Director: Jarrick Lay
Creative Director: James Orr
Creative Director: Jess Wheeler
Design Director: Jake Turnbull
Account Director: Victoria Concha
Senior Copywriter: Siobhan Joffe
Art Director: Leonie Duff
Senior Account Manager: Harshini Sivaraj
Agency Producer: Ally Curtis
Production Company: Haven’t You Done Well
Director: Jemma Cotter
EP: Tom Rickard
Producer: Brendan Lee
DOP: Tavis Pinnington
Production Designer: Elena Lyons-Dawson
Wardrobe Stylist / HMU: Denia Henricus
Food Stylist: Carmel Gohar
Casting: Northside Casting
Animator: Alyssa Smedley
Offline: Ellie-May Everest
Colourist: Daniel Witt – Mood Lab
Online: David Hakkennes
Sound Design: David Williams and Production Alley
