Melbourne, Australia – In Australia’s crowded ice cream aisle, novelty still sells — particularly when it leans into absurdity, as Maxibon rolls out its Choc Chip Cookie Bon with an integrated campaign developed by SICKDOGWOLFMAN.
The effort centres on a simple, if surreal premise: what happens when a person turns into a cookie. The answer, according to the campaign, is chaos.
The hero film follows a man who suddenly transforms into a life-sized chocolate chip cookie, prompting panic, confusion, and an ill-advised attempt by a friend to take a bite. The spot is directed by Matt Devine of Revolver.
To execute the concept, the production partnered with Sharp FX to create a full prosthetic cookie suit, built from scratch to allow for mobility and performance.
The suit includes detailed elements—from chocolate chips to surface cracks—and was designed to support movement required for social-first content, including short-form dance clips.
The campaign extends beyond the hero film into a series of digital assets across platforms such as TikTok and Meta channels.
These executions explore the day-to-day implications of “living as a cookie”, from leaving trails of crumbs around the house to being dipped into a glass of milk by unsuspecting housemates.
Eileen Whitta, marketing manager at Maxibon, said the brand aimed to tap into the growing popularity of cookie-based flavours while maintaining its distinct tone.
The move comes as brands across Australia increasingly lean into platform-native humour and short-form storytelling to capture younger audiences.
Jess Wheeler, creative director at SICKDOGWOLFMAN, added that the campaign was designed to “change the conversation” through a deliberately exaggerated concept.
For Maxibon, the approach aligns with its long-standing positioning around irreverence and unconventional product formats.
The Choc Chip Cookie Bon itself features a cookie dough-flavoured centre with chocolate chips, sandwiched between two cookies on one end and coated in chocolate with additional cookie pieces on the other—a format that builds on the brand’s hybrid ice cream model.
The campaign is rolling out across broadcast video-on-demand, online video, social media, and out-of-home placements, including custom-built executions.
