Footlong Friday 
Subway

︎Art Direction, Social, Experiential, OOH

November 2024

With Johnny Yu (art director)

Challenge: Increase sales of Subway Footlong Cookie during afternoons and nights, as well as to introduce new flavors

Target Audience: Gen Z, college students

Insight: After a long week of work and school, Gen Zs are so worn out that they frequently use Friday as a day to pamper themselves and let out their frustrations. The beginning of the weekend, which is full of surprises and fun, is something that Gen Zs look forward to every Friday. A surprise treat at the end of a long week is something that everyone enjoys.

Solution: New flavors of Footlong Cookies will be released on Fridays during this campaign. Playing around the idea of many bad F’s’ and changing those bad ‘F’s’ to positive cookie treats.  

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Experiential

As main part of the campaign, the Scribble N' Nibble truck will deliver those new flavor Footlong Cookies to places where Gen Zs congregate, like college campuses. These events are intended to generate buzz around the Footlong Cookie while also creating the sensation of receiving a footlong cookie after a long week of problems. They can draw their frustrations on the truck as they nibble on their Footlong Cookie.

Social

These posts will advertise the new flavor that come out on upcoming Friday on the Scribble N' Nibble truck, as well as promote scribbling any type of stress away on the truck while eating.

OOH