Creative Strategy, Direction, Production
MR.SUB is one of Canada’s most recognized sandwich brands, known for its freshly made subs and nostalgic connection to Canadian culture since 1968.
To celebrate the return of the legendary Rib Sub, our challenge was to spark excitement across generations — bringing back the fans who loved it in the 80s and winning over a whole new wave of hungry newcomers.
We built a campaign that was as loud, proud, and unapologetically retro as the sandwich itself. Inspired by 1980s pop culture, the creative used expressive poses and hand gestures paired with time-telling styling and nostalgic backdrops to instantly transport viewers to another time. Polaroid-style snapshots layered personality and story — showing playful throwbacks to when fans might have first fallen for the Rib Sub, while offering a tongue-in-cheek wink to those discovering it for the first time. The visual storytelling felt familiar yet fresh — a modern remix of retro joy. The tagline — “Taste a blast from your legendary past” — perfectly bridged old-school nostalgia with modern-day attitude. The result was a vibrant, conversation-starting campaign that transformed a limited-time comeback into a full-blown cultural throwback.
