KualaLumpur, Malaysia — Subway Malaysia is celebrating family and togetherness this Ramadan with the launch of its 1-foot closer or ‘Satu Kaki Lebih Mesra’ campaign.
Conceptualised and executed by VMLY&R Commerce, the brand’s lead creative agency, Subway highlights the importance of sharing and kindness in the community, in a series of heartwarming videos, featuring people from different walks of life. One video features conflicts and dynamics in the workplace that can be overcome with patience.
Meanwhile, another set of short films showcases families and couples practising forgiveness, in time for a peaceful and fulfilling Ramadan.
In this video, a couple overcomes their differences and chooses love and forgiveness; a branching theme in the campaign.
Samad Mohd Shariff, country director for Subway SouthEast Asia said that their mission is simple—they want to bring family and friends together this Ramadan and now with the lifting of the restrictions, Shariff said they can.
“Ramadan is a season of celebration, family, and togetherness. We are excited to amplify this message through the Satu Kaki Lebih Mesra campaign in the local community, and through our seasonal value offerings, which are perfect for sharing, caring and spending time with our loved ones,” Shariff said.
On the project, Phoecus Lee, executive creative director of VMLY&R Commerce, shared, “We believe that creating great work requires brave clients, and we’re truly blessed to have supported clients who give us the trust to execute bold campaigns. We collaborated closely with Subway every step of the way and was able to further humanize the campaign with more relatable elements that spoke to Malaysians. More than just a meal, Subway to us, is a brand experience that brings people together this Ramadan.”
Hang Ee Laine, head of marketing of Subway Southeast Asia, commented, “The partnership with local Malaysian artist Ernest Ng this year is a key milestone for us in our efforts to bring Subway closer to Malaysians, just in time for us to celebrate this Ramadan with our Malaysian community.”
With Satu Kaki Lebih Mesra, Subway Malaysia also introduced to the world their new mascot: the lovable, relatable Sabweh character. A beautiful brainchild of social media art sensation Ernest Ng, known for his ‘Don’t like that la bro’ comic series, Sabweh has made his debut across Malaysia, on limited-edition Raya packets, available for guests to redeem in-restaurant with any purchase.
In conjunction with this campaign, Subway restaurants in Malaysia introduced seasonal offerings for the whole family, including the Italian B.M.T., Roast Chicken, Steak & Cheese, and more at only RM19.00 for a footlong, starting from April 12 2022.
