MAXIBONBe more bon
- Campaign
Maxibon is a different kind of ice cream. It has its own Facebook group. It’s a cult icon. People get it tattooed on themselves. (Yes, really.) There’s no question that the Bon is ‘born different’, and so is its tribe of enthusiasts. To capture this truth, we launched a campaign called ‘Be More Bon’. Both a celebration of our existing dedicated fanbase and a call-to-arms for us all to embrace our weird and wonderful selves.
Through a series of outdoor and social executions, we created a suite of ‘Bon-inspired activities, like going fishing for housemates, running a leaf blower derby, and shooting down a wok slip n’ slide. More than anything, it was just loads of silly fun. We had a ball. The client had a ball. The production company had a ball. The way it (and ice cream) should be.
Maxibon is now one of Australia’s fastest growing brands, with increase in sales year-on-year, proving that being born different is a good thing - and that life would probably be a lot more fun if we all ‘be more Bon’.
