Subway Signature Sandwiches
The sports memorabilia market is estimated to be over $26 billion and growing. So to launch Subway's new line of athlete-created Signature Sandwiches, we decided to enter that market by turning their Signature Sandwiches, into actual Signature Sandwiches. And we did it at the place where fans flock to get athlete's autographs, The Super Bowl.
The vault
What better way to keep valuable collectibles safe than behind lock and key? So we built a vault to keep our Signature Sandwiches secure, while also taking fans on a ride through the minds of the players that created these signature sandwiches.
The signing
We brought out our athletes to sign their sandwiches with our edible ink pens. Some fans ate their new piece of memorabilia, but some die-hard fans decided save, resin, freeze, and vacuum-seal their sandwiches. After the signings, some sandwiches even found their way onto the second-hand markets where they sold for a premium.
