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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?

The Team

Creative Direction: VJ Anand

Copywriting: Steffi Lee / Raun Anand

Motion Graphics: Koh Ziwei

My Role

Ideation / Concepts / Illustration / Design / a lil bit of pun-copywriting...


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.

Mac and cheese transition
Mac and cheese
Double cheddar
Jalapeno cheese sauce
Mac N Cheese COncept.jpg
Coacheddar Poster Sketch.jpg
Cheesechella Poster Sketch.jpg

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.

Cheesechella Still 11.jpg
Bus Ads 1.jpeg
WhatsApp Image 2021-01-08 at 12.31.00 PM
Subway Spotify Ads copy compressed.jpg

You may find all these illustrations/videos on Subway Singapore/Malaysia outlets, SBSTransit buses, and social media pages.

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