CHALLENGE:

Create excitement about Footlong Cookie drops in the US that have a potential halo effect internationally. Increase afternoon/late night traffic. Drive reconsideration of Subway as a destination that offers products I crave. Drive cultural relevance among Gen Z and show up where they are.

INSIGHT:

Gen Zs are so worn out that they frequently use Friday as a day to pamper themselves and let out their frustrations.

IDEA:

Many negative "Fs" occur throughout the week, including failure, frustrations, fruitlessness, etc. But what if we could use FOOTLONG COOKIE, the greatest F you could have, in place of those "Fs"?