Following the success of the launch of the new SUBWAY® France communication platform "You're the chef"', awarded with a silver at the French Effie awards in 2017, SUBWAY® France and McCANN Paris create "be unique". This second opus has the objective to enrich the brand positionning and to engage consumers, with the ultimate goal : to become the voice of a generation, the Millenials. This campaign capitalizes on an insight that strongly resonates with the target: the quest for uniqueness. This generation is strongly attached to the notion of freedom and the will not to fit into boxes. The idea is to gather people that are different but aspiring towards the same thing: individual expression. The goal is to encourage them to express themselves, show their own style, leave their 'signature'. With more than 40 available ingredients, SUBWAY® France allows for a unique field of expression : every 'Sub' is a personal signature that reflects your taste, your personnality and your mood. This second opus was revealed on Digital media in January 2018 and will be activated on TV, social media and other activations throughout the year.
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