In 2021, Subway revamped nearly every single item on their menu simultaneously. New recipes, new ingredients, new preparation, new delivery. The most ambitious brand refresh in the company's history.

The problem was also the insight. There was simply too much new to fit in any single piece of advertising. So we made that the campaign.

We started with three anthem spots, because one couldn't contain it. Then nine ingredient-focused ads, which still didn't cover everything. We tried fitting it all on the tallest billboard in the world. Then we bought time inside other brands' commercials. Then inside show promos on Adult Swim, iCarly, Univision, and MTV. Then inside influencer videos. Then inside weather reports on Gas Station TVs nationwide. Then inside podcasts.

Every time we thought we'd covered it all, there was more new to talk about. The media strategy became an embodiment of the brief.

Subway became the 9th most talked-about topic on Twitter within minutes of launch — without a dollar of paid social support. Campaign awareness hit nearly 80%. And store sales rose to levels unseen in almost a decade — 10% above pre-pandemic numbers, putting Subway on track to exceed their original sales target by more than a billion dollars.

That's billion with a B.