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Campaign: [TV] Subway: "Star Wars Canteen" Agency: McCann Erickson

Artist: Jacob W | Style: Colour

The Force is strong with the Star Wars franchise. While the seventh instalment – Star Wars: The Force Awakens – smashed records with ticket sales, forecasts also predicted the biggest promotional marketing campaign in the history of cinema.

In August ’15, Lucasfilm announced ties with seven global partners across health and beauty, telecommunications, groceries and restaurants; including sandwich chain, Subway. The chosen brands, each with a custom creative campaign around the film, had to ensure their promotional tie-ins matched customer objectives with the dual intention of driving fan excitement and commercial revenues.

Building upon their successful and long-standing relationship with Disney, Subway UK and Ireland focused on targeting specific segments of customers through its Star Wars promotions. With advertising agency McCann Erickson, the brand used its TV advertising to highlight their fan-centric competition with a chance to win a trip for two to Comic-Con Dubai or a selection of Star Wars toys and merchandise.

The creative team at McCann Erickson contacted the Three Blind Mice with their initial ideas and asked us to visualise their concept: a “Star Wars canteen.” With new visualising talent, Jacob W and our sci-fi and comic expert James W, we developed a series of colour frames showing familiar Star Wars characters – including Darth Vader, Chewbacca, young Luke Skywalker, and Finn (Force Awakens) – eating in a local Subway store.

The televised spot was developed to be more fun, appeal to customers and Star Wars fans of all ages and genders, and sit in-line with the fan-centric competition. Opening on a local Subway store serving a diverse gathering of galactic cosplay characters, a “human couple” enter and pose with their toy lightsaber. Watch it here.

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Copyright: Three Blind Mice 2014

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