How do you rejuvenate the audience of a global brand and connect with a generation that wants to experiment and do things its own way? With “Sub Hackers,” we turned one of Subway’s most powerful attributes—its endless customization possibilities—into a platform created to connect with Generation Z. The idea invited people to hack the menu, break away from traditional combinations, and create new ways to enjoy Subway. A regional digital strategy that took the brand into new spaces of conversation and transformed product customization into participation, making consumers an active part of the brand.