23 April 2024


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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."




Client: Maxibon


Head of Marketing: Andrea Hamori

Creative Lead: Damian Kelly

Marketing Manager: Tara Cook

Brand Manager: Stephanie Chosich




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

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