Subway’s launching the biggest thing since sliced bread. Salads. But not just any random salads. These are the not too heavy, never too light kind of Salads. In other words, a perfect choice for anyone who’d like to stay balanced all day long. And that’s where the communication gained traction.

To really get Subway’s young target audience excited, we tied the campaign executions to a rapidly growing YouTube phenomena: balance trick films. In a series of films tailored for YouTube’s skippable True View format, we dramatize the idea of Perfectly Balanced Salads by performing seemingly impossible balance tricks.

Each film has its own theme and aired only during certain times of the day. For example, the film with a stapler and coffee pot aired just before lunch time, while the kettle bell and tennis ball film aired in the afternoon.