Subway Celebrates The Power Of Choice

Subway has launched Get Your Own Way, a new brand proposition for EMEA, brought to life through an integrated campaign. Built around real guests and the meals they create, Get Your Own Way puts customisation front and centre, bringing new meaning to Subway’s unique market offering.

As the champions of customisation, the campaign highlights Subway’s culinary superpower: getting exactly what you want.

Get Your Own Way offers a moment of respite in a world where everything is decided for you, revealing a new visual identity inspired by the classic Subway ‘bains’ - the food counter containers and source of customisation that are at the heart of every Subway store. The graphic bain shapes form the foundation of a flexible design system that features across all distinctive brand assets and stretches consistently across EMEA markets.

The redesigned identity informs the entire guest journey, introduces a refined colour palette and typography, and a new photographic style that intimately captures the moments when fans get exactly what they want - ensuring guests feel as if they are enjoying every personalised bite with them.

A set of films follows a series of tongue-in-cheek ‘own-way’ scenarios, including changing the channel during the football at the pub and picking up essentials from the supermarket on a driving lesson, showing that when you get your own way at Subway, you might just start to think you can get your own way anywhere.

The new brand campaign will also be supported by reactive editorial placements in both The Sun and The Metro, reacting to the news agenda in the spirit of Get Your Own Way. Finally, additional OOH teases Get Your Own Way with receipts highlighting individual quirks and special requests for uber-personalised subs such as "For my Spicy Italian I'd like one jalapeno placed at random so it's like SURPRISE!! POW!"

Louise Wardle, EMEA CMO, Subway, said: “As long as we’ve been in business, all Subway subs have been made by hand, right in front of you, selected by you. Only Subway lets you get your own way, and it’s our superpower. The team at Saatchi has leant into this and helped us establish it as a brand promise, using humour and design to show that when you always get your own way at Subway, you might just start to think you can get it everywhere.”

Franki Goodwin, CCO, Saatchi & Saatchi, said: “Building a long-term brand platform around customisation is a bit like building the perfect sub… (yes… this is my metaphor and I’m sticking with it)… you need the foundations of a great design system (bread), a film construct that is flexible and fun (those are our fillings) and then you need lashings of craft and humour (that’s the secret sauce)... then everyone really can get their own way! I love this work — it’s an authentic insight, driven by customer experience and focused entirely on what everyone loves about Subway.”

The campaign landed on 1 October and will run across OLV, OOH, radio and print.

Get Your Own Way is Subway’s first standalone EMEA brand campaign.

Credits:

Client: Subway 

International CMO: Louise Wardle 

EMEA Senior Director, Marketing: Kirstey Elston 

EMEA Senior Brand & Marketing Manager: Alex Jardine 

EMEA Senior Brand & Marketing Manager: Matt Flint 

EMEA Brand & Marketing Manager: Sanjeela Pahl 

Chief Creative Officer: Franki Goodwin 

Creative Directors: Nick Bygraves, Michael Thomason 

Creatives: Dan Kenny, Matthew Tassell, Tom Lee, James Reynolds, Becca Duggan 

Head of Design:  Ben McNaughton 

Design Director: Kevin Hipke 

Designers: Lee Robins, Rob Wilson, Chani Wisdom 

Motion Designer: Thiago Pinho 

Managing Director: Jonathan Tapper 

Head of Account Management: Emily Carr-Bennett 

Business Lead: Sara Abaza 

Account Directors: Zara Hutchins, Charlotte Anderson 

Account Managers: Tamara Sirandula 

Strategy Partner: Suzy Barker 

Strategy Director: Danielle Rhodes 

Senior Strategist: Elena Georgiou 

Executive Producer: Jodie Sibson  

Associate Executive Producer: Rosie Nolan 

Integrated Producer: Jessica Watkins Homeyard 

Head of Business Affairs: Charlotte Fisher 

Senior Business Affairs Manager: Liz Staley 

Production  

AV: 

Production Co. - MindsEye 

Director - Andrew Gaynord 

EP - Debbie Ninnis 

Producer - Giordi Caputo 

Cinematographer - Benjamin Cotgrove 

1st AD - Rawdon De Fresnes 

Production Designer - Lucie Red 

Costume Designer - George Buxton 

Location Manager - Jon Weston 

Gaffer - James Duffy 

Grip - Alex Kelleher 

Hair and Make-Up Artist - Eve Coles 

Food Stylist:  Keiron George  

Edit House - The Quarry 

Producer - Dilla Knobel  

Editor - Scot Crane 

Film Post Production: Harbor 

Colourist - Alex Gregory 

VFX Lead - Henry Claud N'Guetta  

Post Producer - Darcy Crittall  

Audio Post Production: Runamok 

Sound Design & Mix: Jon Clarke  

Audio EP: Caroline Jemirifo  

Managing Director: Lucy Spong  

Publisher: Wake The Town / Theodore  

Founder and Director: Dominic Bastyra  

Music Supervisor:  Maiken Silverup 

Composer: Stephen Ettery 

STILLS: 

PHOTOGRAPHER: Junior 

SENIOR ART PRODUCER: Nicole Hathaway 

1ST PHOTO ASST: Ken Street  

2ND PHOTO ASST: Jack Somerset  

3RD PHOTO ASST: Oscar Skinner  

DIGI OP: Gemma Gravett  

FOOD STYLIST ASST: Susanna Unsworth  

2ND AD: Casper Campbell  

WARDROBE ASST: Connie Rosenthal  

HAIR AND MAKEUP: Tashna Francis  

ART ASST: Kristell Excell  

POST PROD STILLS 

Publicis Production 

SENIOR DESIGNERS: Kumal Shah, Chris Vincent, Shona Macleod  

MOTION DESIGN: Sally-Amy Ngwenya 

RETOUCH: Gareth Ling, Danny Kerley 

ARTWORK: Robert Bannister, Darren Rolfe 

INTEGRATED SENIOR PROJECT MANAGER: Dipika Chauhan, Juan-Angel, Hernandez