About the Project

Students were challenged to conceptualize a campaign to launch Subway’s new product to a South African audience, specifically targeting Gen Z. The campaign should be designed to drive brand traffic and establish cultural relevance by connecting with Gen Z in the spaces and conversations they are most engaged with. The goal is to create a dynamic and authentic campaign that resonates with this audience and fosters a meaningful connection with the brand.

Solution

Smash, Snap, Share is a campaign centered around Subway’s Footlong Cookie, built on the power of sharing. Our insight reveals that South Africans, particularly Gen Z, thrive on sharing—not just moments or material things, but also emotions, both positive and negative. As Gen Z ourselves, we recognize that sometimes the best way to release emotions is by sharing them with those we love and trust. This campaign aims to tap into that emotional connection, encouraging people to share the joy of a Subway Footlong Cookie with their closest friends and family, creating memorable moments together.

Coming soon...

New Subway Flavour Footlong Cookie

Can't have done this project without my team:

Sanuse Ncwadi - Graphic Designer

Ashley Dryburgh: Digital Designer

Lisa Viljoen - Illustrator

Kyra Nairn - Art Director

Isabella Tostee - Graphic Designer