Subway | dentsu

E A T F R E S H R E F R E S H

When Subway opened, they changed the game. But you’ve got to refresh to be fresh. And so they revamped nearly every single menu item, from how they make it, to how they bake it, to how they bring it to you.

It was a lot of new to cover. So much, it couldn’t fit in one anthem. So we made three...

But even with three anthems, we still ran out of time. So we made eight 15s, four 6s and a suite of GIFs to try and fit it in all our new ingredients and footlongs...

We even sandwiched our sandiwch ads between other ads to try and fit everything in.

And we still ran out of time to hit all the new improvements. So we bought multiple Times Square billboards, full page ads in People Magazine and USA Today (with the smallest print possible) and still ran out of space.

The campaign kicked off on a Tuesday and by Friday, sales were up 10% over the previous week and have stayed there. And that’s on top of sales figures that were already above 2019’s numbers.

And even more exciting, the campaign just getting started with a lot more to come. Because with this much new, we’re going to keep finding new ways and new places to show it all off.

covered by

Anthems, Athlete 15s, 6s, USA Today
Executive Creative Director: Matt Ian
Group Creative Director: Jason Stefanik
Copywriter: Paul Bailey
Art Director: Russell Hendrie

Food 15s
Executive Creative Director: Matt Ian
Group Creative Director: Jason Stefanik
Creative Directors:Alexander Augustinos, Declan Byrnes-Enoch
Copywriters: Alexander Augustinos, Stuart Tierney, Harry Evans
Art Directors: Declan Byrnes-Enoch, Alex Zermeno

Time Square Takeover
Executive Creative Director: Matt Ian
Group Creative Director: Jason Stefanik
Copywriters: David Dirienz
Art Directors: Matt Tarulli

Store Closing
Executive Creative Director: Matt Ian
Group Creative Director: Jason Stefanik
Copywriter: Paul Bailey, Mark Leephaibul
Art Director: Russell Hendrie, Ricardo Pocci