Maxibon, Go Full Cookie

Every month we dive into the biggest and boldest campaigns airing across the country, celebrating the most creatively disruptive and commercially effective work.

For April it was Maxibon and “Go Full Cookie” which rose to the top, asking the question that’s on everyone’s lips: “What would happen if you turned into a cookie?” It scored an impressive Branded Memorability score of 6.8, which means that it sits in the coveted “green zone” and among the top 40% of all ads in Australia.

Partnering with the creative geniuses at Sickdogwolfman, it was clear that a loud and bold ice-cream could only be paired with an equally loud and bold ad, and “Go Full Cookie” delivered that in spades.

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Importantly, it’s a wonderful demonstration of how annoyance and irritation can be harnessed as a force for good, with the piercing screams and general chaos all part of the fun. This helped turn audience attention into strong emotional appeal.

With Maxibon playing a central role in the creation of this chaos it meant the brand was also brought along for the ride, resulting in the ad working overtime to deliver short- and long-term benefits for Maxibon.

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Curious about how to create advertising that’s impossible to ignore? Check out The Creative Effectiveness Playbook to learn about the nine fundamental ingredients for advertising success.