Man in a gray hoodie sitting on a couch holding two wrapped Subway sandwiches, with a floor lamp and abstract paintings in the background.
SUBWAY

CRAWL. WALK. RUN.

Smiling man wearing a green Nike headband and matching sports shirt, standing outdoors with a partly cloudy sky background.
Athlete in a red sleeveless hoodie holding a football, preparing to throw on a sunny outdoor field.
Man in a blue jacket holding a sandwich while raising his index finger, sitting in an office with a helmet, books, and a pennant in the background.
Close-up of a woman with light skin and brown hair looking sideways in a softly lit room.
CHALLENGE

GROWING AN
UNDERSERVED
AUDIENCE

Through intense collaboration with internal teams at Dentsu we synchronized strategy, creative and executional approaches to maximize efforts in a crawl, walk, run growth pattern. The objective was to maximize speed to market and results with the Latino audience.

Smiling man in red hoodie holding a smartphone displaying 850 points and a sandwich offer from Subway.
Tennis player wearing a green shirt and blue shorts hitting a forehand shot on a clay court.
ROLE

CULTURAL FLUENCY FOR AUTHENTIC RESONANCE

As SVP Executive Creative Director I lead my team on the creative evolution of a multi-year Latino maturity roadmap by taking advantage of the void left by competitive QSR sandwich brands. We expanded the existing approach, to then generate original ideation that crossed cultural barriers with concepts flowing in both directions, this allowed us to connect in relevant and authentic ways with all audiences.

SOLUTION

UNIVERSAL TALENT.
RESONANT IDEAS.

Radical collaboration between Dentsu media, strategy and creative teams allowed us to create immediate solutions by repurposing existing footage.

As soon as was posible, we  evolved from transcreation into a path of full custom creative and production.

Deep collaboration allowed scripts to often cross-over, allowing amplified creativity on both sides and permitting language to become a tactic and not a strategy, especially for the media savvy bilingual-bicultural audiences.

Man in a blue jacket holding a Subway sandwich and gesturing with one finger raised.
Mobile phone screen showing an advertisement for Subway MVP Rewards program with a green button labeled 'Inscríbete Ahora'.
APPROACH

EAT FRESH REFRESH

The Eat Fresh Refresh Campaign gave Subway some of its best sales in a decade. A platform based on a deep collaboration model worth noting.

In-culture and mass market teams working from the same brief, the same talent, the same production — bringing different minds to the storytelling. The client noticed. They continued asking for more.

RESONANCE

RADICAL COLLABORATION

A behavior first approach to maximize impact is the core basis of omniresonance. The best campaigns find moments that belong to everyone and let each audience recognize aspects of themselves in the work.

Our collaboration allowed ideas to move freely and for the credit to belong to the room. The Eat Fresh Refresh platform won MMA Smarties Best in Show for North America. But much more importantly, it evolved how teams could work together.  

Person excitedly holding a sandwich close to the camera with mouth open wide.

Ready to Get Unstuck?

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