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McCann London's New Subway Campaign Inspires You to Keep Discovering

Creative 722 Add to collection

Biscuit UK's Michael Downing directs common Subway thoughts in latest film

McCann London's New Subway Campaign Inspires You to Keep Discovering
Subway has unveiled a new brand platform, called ‘Keep Discovering’, to promote the various flavours and combinations that it offers. 

The campaign comprises TV activity supported by a cross channel campaign. The TV and cinema executions play on the tension when the moment to order your Sub arrives in a humorous, yet realistic way. It poses the questions: ‘Do I stick to the usual?’ ‘Should I experiment on a new Sub?’ ‘Am I holding up the queue deliberating?’.

Subway knows that these are the types of thoughts that go through thousands of its fans’ heads every day. Based on research, most customers tend to find a Sub they like and stick with it – limiting the possibilities their taste buds are exposed to. With an unparalleled range of freshly made food, SUBWAY is well positioned to allow its customers to actually discover more.
 
To capitalise on this, the new creative focuses on our Compadre in a pre-order deliberation between Subs. It shows a range of iconic bestselling Subs: Chicken Teriyaki, Steak & Cheese and the Italian B.M.T to showcase the wide range of sandwich options available at Subway. It then encourages customers to keep on discovering the range on offer by promoting the huge variety of fresh and tasty combinations.
 
Commenting on the activity, Greg Madigan, Head of Brand for SUBWAY UK and Ireland, said: “I am delighted to kick off our new brand revitalisation campaign, with a new energy and a choice message that empowers consumers to Keep Discovering everything that our menu has to offer in SUBWAY stores.”
 
Rob Doubal, Chief Creative Officer from McCann London added: “We’ve all been in the order-terror moment. With this campaign we wanted to reassure people that this is perfectly normal situation. That they should throw their irrational caution to the wind and venture on a journey of discovery.”
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Music

Music Production: Sizzer Amsterdam

Offline

Edit Company: Work TV

Media Agency

Media Agency: Mediacom

Planner: Dan Sear

Production Company

Production Company: Biscuit filmworks UK

DOP: Nanu Segal, Richard Mott

Producer: Fran Thompson

Creative Agency

Creative Agency: McCann London

Executive Creative Director: Rob Doubal, Laurence Thomson

Copywriter: Matt Searle

Art Director: Anthony- Daniel Montagne, Milan Desai

Producer: Lois Newcombe

Planners: Nathaniel Hill, Matt Saunders

Client Servicing: Julie McNiff

Account Management: Francois Espagnac

Designer: Carl Warren

Post Production / VFX

Post Production Company: The Mill

Categories: Fast food, Retail and Restaurants

McCann EMEA, Thu, 09 Jun 2016 10:34:41 GMT