In 2018, Subway introduced “Make It What You Want,” a new brand campaign for a younger generation of food-lovers. To reach this new audience, Subway partnered with Live Nation to reintroduce the brand in an unexpected way: at music festivals.

Creative Direction: Steve Raggiani
Art Direction: Louie Zuniga
Copywriting: Judy Rummell

We brought Subway to Atlanta’s premier music festival, Music Midtown, for an onsite experience where the brand could sample its latest menu offerings, host artist meet & greets, hand out free merch and more. Inspired by the Make It What You Want tagline, fans who visited the Subway Wrap Station could customize their festival swag bag, selecting what they wanted most from a bank of festival necessities including mini-fans, hair-ties, water bottles, temporary tattoos and sunscreen.

Festival-goers could flash the Subway mobile app on their phones to gain access to the exclusive rooftop area, where they were greeted with free wifi, charging stations and a second-story view of the main stage. Each day, the upstairs space also hosted artist “eat & greets” with festival performers, Robert DeLong and lovelytheband. Here, fans could hang out with each artist while enjoying some of Subway’s beloved chocolate chip cookies. 

The Subway Wrap Station saw nonstop visitors over the festival weekend, becoming a go-to destination for younger fans and one of the most visible brand on-site. See you at the next festival!