| BY Ricki Green |

Publicis Mojo Melbourne has launched a new integrated campaign and promotion for Peters Maxibon brand that gives consumers the chance to have their very own action figure.

Collectively called ‘Maxiblokes’, the action figures incorporate the latest 3-D printing technology to emulate the hair and facial features of each lucky winner.

Says Michelle Walsh (left, with David Schaak, creative director) creative director at Publicis Mojo: “The action figures are incredible. I was lucky enough to be immortalised in plastic myself and I’ve never looked so good.”

Five action figures will be given away every day for the duration of the campaign, which incorporates TV, outdoor, cinema and digital elements. The centrepiece is an online film that parodies a 1980s action figure commercial.

This latest campaign for Maxibon follows the highly successful Man-Chew campaign from 2011, also created by Publicis Mojo Melbourne, which saw sales of the brand sky-rocket by 22.4%.

Head of Marketing – Peters Ice Cream: Emma-Jane Collins

Marketing Manager – Peters Ice Cream: Marylyn Navarro

Brand Manager – Peters Ice Cream: Chris Martin

Agency: Publicis Mojo Melbourne

Creative Director: Michelle Walsh

Creatives: Michelle Walsh & David Schaak

Production team: Jasmin Helliar, Oscar Birken, Kristy Russell, Diana Czechowska

Head of Strategy: Tania Farrelly

Group Account Director: Danielle Chapman

Account Manager: Alissa Dinham

Production Company: Photoplay

Director: Matt Kamen

Producer: Chris Kamen

Sound & Music: Sonar Music