Winning Pitch & 360° Brand Platform

Allard Johnson Montréal, now KBS+P Montréal

Context

Subway belonged to the fast-food category, but its made-to-order sandwiches, visible ingredients and extensive choice gave it a very different product story from conventional fast-food chains.

The challenge was to transform that difference into a distinctive Canadian positioning, and create a flexible bilingual campaign platform capable of promoting a new sandwich or offer every month across English Canada and French-speaking Quebec.

Insight

With fresh ingredients and bread freshly baked everyday Subway is a smarter choice than typical fast-food.

Big idea Think fresh. Eat fresh.

Fr: Pensez frais. Mangez frais.

The signature connected Subway’s fresh product credentials with the idea of making a smarter choice. It also inspired a playful creative world built around thinking, intelligence, tests and decisions, with the monkey becoming the campaign’s recognisable recurring character.

How the platform lived

Every month brought a new sandwich, offer and creative execution across television, radio, print, point of sale, microsites, digital banners and Xbox in-game placements, all produced in Canadian English and French.

The campaign continued throughout my two years as creative lead, alongside the creation of a new Subway Canada website. The platform and its monkey character continued evolving after my departure.

Role

Key contributor to the successful pitch and creative lead for two years, developing and overseeing the bilingual campaign across channels.