Choc Chip Cookie launch goes 'full cookie' via SICKDOGWOLFMAN

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.