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Rethink Breast Cancer Mr. Sub • Virgin Mobile |
Mr. Sub
Mr. Sub had pioneered the submarine sandwich category in Canada but over the past decade, competition had intensified and consumer tastes had changed. The 2005 “More than enough” campaign struck a chord with the twentysomething male target and drove comparative store sales up for the first time in three years. In 2006, the mandate was to solidify the brand’s relationship with its target – an audience that hates predictability – by renewing Mr. Sub’s connection with pop culture.
The creative answer was animation, an approach that offered something more real and less conventional than slick photography. The television campaign featured the internationally recognized artwork of James Paterson where the flat, detail-less characters exist in an imaginary space with a depthless white background. In-store posters, guerrilla media and collateral rounded out the campaign, staying true to the communication form and the deliciously weird, offbeat brand personality.
Sales are trending upwards since the 2006 campaign launch, despite a 44% decline in support spending, delivering outstanding ROI.
Television
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Out Of Home
 Mr. Sub |
 Mr. Sub |