Subway

Cycle of Giving

INSIGHT

Last fall, Subway set out to take National Sandwich Day to a more meaningful level. The November 3rd holiday was created as a lighthearted celebration, but with one in eight Americans going hungry, Subway saw the occasion as an opportunity to do more. Dubbed the #GoodDeedFeed, for every sub and drink purchased at Subway on November 3rd, the customer received a free sub, and Subway donated a meal to Feeding America’s nationwide food bank network.

  • Project
    Social Media Campaign
  • Deliverables
    Stop-Motion

Mobilize the message.
Feed the masses.

IDEA

Subway enlisted our help to distill the message of the #GoodDeedFeed and spread the word with a short, shareable video. With more than 27,000 Subway locations in the US, we knew that the initiative would be a massive success if we could quickly and effectively plant the seed of the potential of a giving cycle on this scale. Using visuals that worked both literally and symbolically, we elevated the message and drove day-of excitement. 11 million donated meals later, and it’s safe to say a good deed had been done.

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Cycle of Giving
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  • Sound Design: Pull