J. Walter Thompson's Subway Live Feed scores two wins at the 2018 QSR Media Detpak Awards

Screen Shot 2018-06-21 at 1.56.32 pm.jpgSubway Australia New Zealand's (Subway ANZ) Subway Live Feed charity campaign, created by J. Walter Thompson, has won Best Digital Initiative and Best Corporate Social Responsibility Initiative at the QSR Media Detpak Awards 2018.

Announced at the QSR Media event on Wednesday 13 June, the annual awards ceremony recognises the best of the best in the QSR (Quick Service Restaurant) and fast casual restaurant industry.

The Subway Live Feed campaign, launched on World Sandwich Day on Friday 3 November 2017, saw Subway restaurants around the world come together for the brand's largest fundraising event to help fight hunger globally. The global campaign saw the restaurant chain partner with hunger relief charities across the world to donate over 13.3 million meals to people in need.

Across Australia and New Zealand, every guest who visited a Subway restaurant on the day had the opportunity to buy a sandwich, salad or wrap and get one free for a friend, with Subway then donating the cost of a meal to someone in need through Foodbank Australia and KiwiHarvest.

Every meal donated on World Sandwich Day was tracked through the Subway Live Feed digital ticker, via the Subway Live Feed website. The ticker was showcased on dynamic outdoor billboards in cities around the world, including New York, Sydney and London.

In partnership with WPP AUNZ agencies J. Walter Thompson, Ikon and PPR, Subway raised enough funds to donate the cost of over 377,000 meals across Australia and New Zealand, said Kate Brody, head of marketing for Subway ANZ.

Says Brody: "Our mission was simple - feed the hungry by driving people in-restaurant with a great cause along with an enticing offer. Thanks to the work of all of our teams across our Subway restaurants, we created a day that not only gave back to the community, but drove significant sales, earned media coverage and social buzz.

"The Subway Live Feed concept was our first globally activated campaign and proved to be a huge success - enabling our brand to engage with guests in ways we haven't before. Guests care about engaging locally, with the people they know, for a cause they agree with. Live Feed really delivered on that goal."

Creative agency: J. Walter Thompson
Executive Creative Director: Simon Langley
Associate Creative Director: Sinead Roarty
Senior Art Director: Alexandra Antoniou
Managing Director: Paul Everson
Executive Planning Director: Angela Morris
Senior Account Director: Jack Blades
Account Manager: Bronte Rohrig
Producer: Paul Friedmann
Editor: Kel Gronow
Designer: James Tranter

Digital agency: Webling
Managing Director: Deniz Nalbantoglu
Creative Director: Carlos Guedes

Public Relations agency: PPR

Media agency: Ikon Brisbane


Excellent! said:

Take that Cannes!

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