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To celebrate Maxibon’s two new bakery-themed flavours, Vanilla Slice and Hedgehog Slice, SICKDOGWOLFMAN has cooked up a new integrated campaign with Haven’t You Done Well Productions.

Jess Wheeler, creative director, SICKDOGWOLFMAN, said, “Whether it’s a post-long-meeting pick me up or a country town pit stop, we’re all very prone to succumbing to a little bakery treat. Turning two of our beloved bakery slices into ice cold Bons is a bonafide winner. So we built a bakery in a freezer. Because, why not?”

The campaign playfully merges the worlds of bakery treats and frozen Bons by taking a baker and putting him in a commercial freezer - complete with double-layered wood-fired flash-freezing bon-baking oven.

Stephanie Chosich, Maxibon brand manager, said,  “The Bon tribe love a new flavour. We were already very excited to bring these two new bakery-inspired Bons to life, and the second the SICKDOG team presented us this concept, we knew we had a winner. Build a bakery in a freezer. Simple. Fun. And definitely ‘born different’.”

The campaign was created in collaboration with Haven’t You Done Well Productions and director duo, Will & Sej. The campaign will roll out via film, OOH, and digital/social.