Ice cream brand Maxibon has launched a new campaign in collaboration with Netflix’s Stranger Things, introducing a limited-edition product dubbed the ‘Upside Bon’.
Developed with independent agency SICKDOGWOLFMAN, the campaign plays on the brand’s long-standing question of orientation — is the biscuit side the top or the bottom? — by drawing inspiration from the show’s ‘Upside Down’ dimension.
The film centers on a freezer overtaken by the Upside Down, revealing the limited-edition Maxibon Stranger Things Bon.
Eileen Whitta, marketing manager, Maxibon, said: “With Maxibon we always endeavour to be a culturally relevant brand, so it’s a real ‘pinch yourself’ moment to collaborate with the iconic Stranger Things for its final season.”
James Orr, creative director at SICKDOGWOLFMAN, added: “We wanted to build on the suspense inherent in the show, and the release of the fifth and final season, and really pair it with the release of the new Stranger Things ‘Bon. It’s not every day you get to work on a collab with one of the biggest franchises in the world, and it was a huge effort from everyone at Peters Ice Cream and Limehouse. We’re really excited to finally see it out in the world.”
Credits
Agency: SICKDOGWOLFMAN
Client: Maxibon
Head of Marketing: Andrea Hamori
Creative Lead: Damian Kelly
Marketing Manager: Eileen Whitta
Brand Manager: Isabelle Quayle
Production: Limehouse
Head of CGI & VFX: Chris Andrews:
Creative Director / Stills Retouch / Grade: James Lucas
Senior CGI Artist: Rhys White
MD / EP: Duncan Harriss
Senior Integrated Producer: Ashlee Savins
Flame Artist: Andy McKenna
Sound Design: Felix Orlando
VO Record: Abe’s Audio
Concept Artist: Chris Sanchez
