Subway

Subway’s How Do You Subway? campaign was designed to spark conversation around the idea that everyone’s Subway order is unique. Rather than relying on traditional advertising, the campaign encouraged Canadians to share the personal habits, preferences and routines that make their order distinctly their own. The creative needed to feel native to social platforms while still delivering clear brand messaging and encouraging audience participation.

Working alongside Subway’s agency as their production and talent partner, our role was to identify a creator whose personality aligned with the campaign, then develop and produce content that felt authentic to both the creator’s audience and the Subway brand.

We sourced media personality Jax Irwin, recognizing that her approachable, conversational style was a natural fit for the street-interview format and the campaign’s focus on authentic opinions. We then developed a production approach that captured genuine, unscripted responses while maintaining the pacing, humour and visual style audiences expect from social-first content.

By balancing creator authenticity with thoughtful production and brand integration, we delivered content that felt native to the platform rather than like traditional advertising. The result was a campaign that encouraged participation, celebrated individuality and demonstrated how strategic creator partnerships can help brands connect with audiences in a more natural and engaging way.