Australia is about to ‘go full cookie’ with the launch of Maxibon’s new Choc Chip Cookie Bon in a new integrated campaign via SICKDOGWOLFMAN which asks the classic age-old philosophical question, ‘What happens if a person turns into a cookie?’
In short, they freak out and scream ‘I’m a cookie!’ before their mate rushes in to help, only to become distracted by how delicious they look and attempt take a bite out of their new cookie-shaped friend while they plead ‘Don’t eat me!’
Directed by Revolver’s 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.
A first-of-its-kind launch for Maxibon in Australia, the Choc Chip Cookie features a cookie dough flavoured slab loaded with choc chips, sandwiched between two choc chip cookies on one end and dipped in chocolate with extra cookie pieces on the other.
Jess Wheeler, creative director at SICKDOGWOLFMAN, said: “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 said: “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.
