Every year Subway holds a ‘Buy One, Get One Free’ promotion. The problem was that customers are usually full from eating the first sandwich, and they don’t know what to do with the free one.

So we created special takeaway bags that allowed customers to give their free sub to someone, with a message to say what they really feel. The bags were brought to life by our favourite artists, including Sheryo, So Youn Lee, The Yok and Tom Whalen. The promotion ran in all 120 Subway outlets in Singapore during the ‘Buy One Get One’ day.

Sales went up by 9%. Customers loved the bags, and hundreds of them posted about it on social media. And some even hoarded different designs, even though they were supposed to take just one.