2nd and Longest: Our Super Bowl Takeover.

Subway challenged us to capture Gen Z's attention with their footlong cookie. In response, we developed a campaign centered on breaking free from conventional 'boxes' with the introduction of 12:2—not just a ratio or the cookie's dimensions, but a revolutionary perspective that asks you to see the world through the lens of deliciousness. This execution brings our vision to life through a strategic Super Bowl takeover that began during the pre-game show with a mysterious broadcast glitch hinting that the 12:2 ratio was needed to properly view our message. As speculation spread across social media, we capitalized on the curiosity in the 4th quarter with a commercial that invited viewers to "see longer" by visiting 12-2.com, where they discovered that 12:2 referenced the golden ratio of Subway's footlong cookie. The campaign culminated after the game with an exclusive flavor drop designed to be shared between feuding friends and fans, positioning the elongated cookie as a peace offering that brings people together while reinforcing our message that "THE FUTURE IS LONGER."