SUBWAY

Keeping the world’s oldest and most popular submarine sandwich brand relevant to the newest audience: Millennials.

THE IDEA

Tapping into the Millennial passion to live life the way they want, Subway’s new brand campaign held a mirror to the audiences’ ever-evolving internet-driven lifestyle while showing that for whoever, whatever, whenever, Subway supports them to “Make It What You Want.”

A mobile/social-first approach

Optimized for mobile audiences, our message stretched across range of fun, quirky and relevant-to-each-moment executions aligning to how they feel, seasons, activities and trending internet activities.

THE CHALLENGE

Millennials are bucking the traditional tribes, refusing to be defined by “just another label”. Their aspiration to live life on their own terms is reflected on their behavior on social media: an ever-changing kaleidoscope of self-expression rooted not in traditional life milestones, but in every moment.

Whoever you want to be. Whenever you want it. Whatever you want.

You can ask for it at Subway.

With over 16 varieties of subs available as a sandwich, a wrap or salad, plus 6 kinds of bread, 8 types of veggies, 9 sauces and a whole array of other add-ons like cheese and fresh avocado, fresh fruit, chips and cookies to choose from, Subway offers customers an almost unlimited range of options to customise their meals exactly to their tastes.