Every year, Subway holds a Buy One Get One Free promotion. Although customers love the free second sub they get, they’re usually full from the first one, and don’t know what to do with it.

We wanted to make the promotion even more appealing to customers. To do that, we needed to do something that will put the customers' free second sub to good use.

Our goal was to help customers put their second sub to good use. So we created Say It With a Sub, takeaway bags that allowed customers to give their free second sub to someone, with a message to say what they really feel.

To bring the bags to life, we partnered with some of our favourite artists from all over the world, including Sheryo, So Youn Lee, The Yok, Eric Foenander, Caramelaw, and Tom Whalen. These guys have a huge fan base, especially among the youth. Their touch alone turns regular takeaway bags into commodities.

This is crucial for Subway, who not only wants to give customers more reason to avail of their Buy One Get One Free promotion, but is also looking to connect more with their younger targets.

The bags were successful in pushing the promotion. Sales went up by 9%, making Subway's 2014 Buy One Get One Free day its biggest yet.

Say it with a Sub also injected a dose of youth and relevance to the brand. Hundreds of customers, most of them young, talked about it positively on social media. Some were also caught hoarding different designs, even though they were only supposed to take one.