Subway x VaynerMedia
Today, the SUBWAY brand is the world's largest submarine sandwich chain with more than 44,000 locations around the world. They've become the leading choice for people seeking quick, nutritious meals that the whole family can enjoy.
Working with the team at VaynerMedia, we produced a series of Cheesechella key visuals, buntings and translite stills and motions for Subway's newest and cheesiest sandwich - The Extremely Mac & Cheesy Sub.
Ready to sink your teeth in?
Ideation / Concepts / Background Illustration / Design / a lil bit of pun-copywriting...
Creative Direction: VJ Anand
Copywriting: Steffi Lee / Raun Anand
Motion Graphics: Koh Ziwei
Art Direction: Aida Saad / Sharonna Wai / Azlan Tengku
Character Design: Aida Saad
To revolutionalize how we see a sub, we created a festival based on tongue-in-cheek wordplay from "Coachella" to "Cheesechella". The year of 2020 has been a bum to everyone and this e-festival is here to lighten up moods.
The characters were also suggested to be named after popular music artists like Fleetwood Mac & Cheese, Beefyonce, Cluck The Rapper. Cheddar Gambino and more*.
*But these ideas were sent to the graveyard because of copyright issues.
Above are some initial character design concepts/sketches for the Cheesechella concert campaign.
Pretty cool to see how the campaign rolled out after several changes and tweaks here and there.
You may find all these illustrations/videos on Subway Singapore/Malaysia outlets, SBSTransit buses, and social media pages.