Merit Prize I Young Ones Student Awards 2025
Young Ones Art Show - Film & Video
SCADDY Awards 2025 - Finalist - Integrated Brand Campaign
It's Not Rocket Science. It's a Footlong.
The campaign uses the idiom “It’s not rocket science” to highlight the simplicity and straightforward appeal of Subway’s footlong cookie. “It’s a footlong” emphasizes the cookie’s large size and familiarity, mirroring the iconic footlong sub. The casual, humorous tone of the campaign makes the message memorable while aligning with their brand voice, skipping the complex explanations and instead showing something delightfully obvious.
THE TEAM
Director - Alicia Horton
Producer - Bella Whilding
Co-Project Managers: Anabel Gonzalez, Stefania Cofino
Art Directors - Seung Joo Lee, Kai Garner, Paula Carrillo
Copywriter - David Levy Pascal
Media Strategist - Isabella Bolanos
For the full crew, please click the link here.
CLIENT
DELIVERABLES
*All footage is originally shot*
1-minute Brand Film
Pre-launch - OOH (4), Social (2), In-Game
Launch: Social (3), OOH (2), In-person event (2), Microsite
Post-Launch: Social (7), OOH (2), Doordash x Subway
OBJECTIVE
To create an integrated campaign that: Increases late-night traffic, drives reconsideration of Subway as a destination that offers products of cultural relevance among GenZ and show up where they are.
MY ROLE
As an art director, my role was to build a brand strategy and create ads tailored for various social media platforms, ensuring both the brand voice of the film is communicated consistently throughout the entire campaign.
Getting your midnight cravings from Subway is an odyssey.
PRE-LAUNCH
SOCIAL
OOH
IN-GAME
LAUNCH
BRAND FILM
SOCIAL
MICROSITE
POPUP EVENT
COOKIE SPACESHIPS
POST-LAUNCH
DOORDASH x SUBWAY
OOH
SOCIAL
PRE-LAUNCH
Sponsored Instagram stories entice customers to look forward to the campaign’s release. The digits, 04:25:25, represent the date of the campaign launch.
In-game ads display a countdown hinting at the upcoming collaboration with Doordash. counting down the launch of the campaign.
LAUNCH
After audiences encounter the pre-launch ads, the countdown comes to an end, and April 25th arrives—the day of the official campaign launch.
With the launch comes the release of the brand film and clips shared on social media.
The microsite helps customers navigate from the social ads to the in-person event. Here, customers have the opportunity to learn about the details about the event, coming to consumers in three large cities - NYC, Atlanta, and State College, Pennsylvania.
The in-person event offers opportunities for UGC, with many stations and activities to enjoy from. The event takes place on a Saturday night from 11pm - 4am. Space-themed and Subway Branded, the event features a cookie bar and Guess How Many Foot-Long Cookies Station - with a competition in each event to get the chance to win a prize. For example, the question in the NYC event, is to guess how many foot-long cookies it takes from Earth to The Moon. Whoever answers the closest to the answer gets a prize sent to them soon after the event.
Spaceship carts carrying cookies around town give people who couldn’t attend the event the opportunity to still enjoy the experience.
These spaceship carts will be active from May 2nd to May 4th, the active dates of the May-Day popup event.
POST-LAUNCH
After the launch, promotion of the campaign continues throughout OOH and social platforms. Furthermore, Subway releases a collaboration with Doordash to promote their footlong cookie for delivery, streamlining sales through Doordash orders.
