Make It What You Want - Subway | Clapboard Ad Archive

Subway’s 2019 Make It What You Want campaign, crafted by Above+Beyond for the UK market, zeroes in on the power of personal choice within the food and drink sector by foregrounding customization as the ultimate value proposition for modern consumers. This film-based initiative invites audiences to become the architects of their own lunch experience, emphasizing that only the individual truly knows what should go into their meal, a message that aligns perfectly with Subway’s expanded offering of 21 new and improved ingredients. Rather than relying on traditional narrative arcs or problem/solution storytelling, the campaign adopts what Clapboard’s taxonomy identifies as FORMAT#10—Associated User Imagery—where the product’s appeal is directly linked to the consumer’s self-image and aspiration. This approach demonstrates a nuanced understanding of contemporary consumer psychology, positioning Subway not just as a provider of sandwiches but as a platform for self-expression and culinary agency. The campaign’s tagline and messaging work in tandem to reinforce this ethos, encouraging customers to embrace their unique tastes and preferences in crafting sandwiches that satisfy not only hunger but also identity. The social media component, driven by the hashtag #MakeItWhatYouWant, extends this engagement beyond the screen, inviting users to share their creations and foster community around the brand’s personalization promise. The campaign’s creative strategy effectively marries product innovation with an emotional appeal that resonates deeply in a category increasingly dominated by demands for freshness, transparency, and individual control. Clapboard rates this campaign 63/100. This campaign matters to the industry because it demonstrates how food brands can authentically leverage personalization as a strategic platform that connects product innovation with consumer empowerment without resorting to conventional storytelling clichés.