Subway Design & Branding FEED THEM BETTER by DDB Puerto Rico

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FEED THEM BETTER

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Industry Public awareness, Public Safety, Health & Hygiene
Media Design & Branding
Market Puerto Rico
Agency DDB Puerto Rico
Executive Creative Director Enrique Renta
Creative Director Olly Fernandez
Art Director Luis Figueroa
Copywriter Néstor Rivera
Account Supervisor Jose Garcia Lopez
Released November 2011

Credits & Description

Category: Public Spaces
Advertiser: SUBWAY FAST FOOD
Product/Service: CHILDHOOD OBESITY AWARENESS MONTH
Agency: DDB LATINA PUERTO RICO
Chief Creative Officer: Enrique Renta (Ddb Latina Puerto Rico)
Executive Creative Director: Enrique Renta (Ddb Latina Puerto Rico)
Creative Director: Olly Fernández (Ddb Latina Puerto Rico)
Copywriter: Néstor Rivera (Ddb Latina Puerto Rico)
Art Director: Luis Figueroa (Ddb Latina Puerto Rico)
Ilustrator: Martín Polanco
Account Supervisor: José López (Ddb Latina Puerto Rico)
Account Executive: Maru Ruiz/Vilmaliz Martínez (Ddb Latina Puerto Rico)
Media placement: Temporary instalation - Shopping malls - 23 November 2011

Describe the brief from the client
Child Obesity Month is an opportunity to leverage on Subway's healthy food prestige as better option for parents who feed Fast Food to feed their children.

Describe the challenges and key objectives
In order to achieve the desired impact we needed to to make a trash can simulate a child, while still maintaining the object's original funcionality.

This was crucial to the execution, if people thought these were just an instalation, the idea would fail. The design was a success and it helped the campaign idea come across clearly.

Describe how you arrived at the final design
The decision to use illustrations was an easy one. We didn't want people to be grossed out if they saw a photo of a kid as a trash can. Our designers reverse engineered the trash can to create the objects original blueprint. With these at hand, the illustrator created a 2D image of "boy and girl" to be applied on the 3D surface.
Each trash can was then hand-wrapped and took about 2 hours to complete. A total of 60 trash cans were made.

Give some indication of how successful the outcome was in the market
The campaing caused an inmediate buzz. It was deployed during Black Friday, ran all thru "Child Obesity Month" and was quickly picked and covered by every mayor newsmedia.

In the period we achieved 94% ROI.
Sales of Subway stores near the instalations jumped 14%.

The trash cans have been permanently installed at stores per request of the owners.