WE HIJACKED THE WORLD CUP TO TURN SUBSTITUTIONS INTO SUBS

Official sponsorship for the Qatar 22 World Cup was cost prohibitive for most brands - McDonalds and KFC spent up to $50 million each. To compete, we helped Subway participate in the tournament unofficially, for a fraction of the cost.

So, we created ‘Sub For A Sub’ — a campaign that subverted substitutions, with each one leading to giveaways on the brands social channels, all while hijacking one of the biggest cultural moments of the year through influencer engagement.