The FIFA World Cup. The most watched sporting event on the planet.
Known for iconic goals. Iconic celebrations. And iconic gestures.

And there's one that looked just like our logo, the Sub gesture.
So we made it ours and created “Time for a Sub”, a social campaign whereevery time the sub gesture happened on the field, Subway posted it live on Instagram, and the first to answer would get a free Subway Sub. The result? 100% redemption. Every voucher gone in seconds. No Official partnerships. No Broadcast rights. No Exclusive sponsorships. Just an iconic gesture — now with a brand new meaning.