"Good Cracks, Bad Cracks" was the concept created to drive awareness of Subway Taco Sub via a social-only campaign in both Norway & Sweden (YouTube, Facebook, Instagram, Snapchat, incl. Influencers to support the campaign after launch).
The goal of this idea was to capture and retain attention by dramatising one of the strongest known triggers associated with tacos, and do it in an unexpected & highly entertaining way that rides upon existing trends (i.e. videos of crushing things).
The ads, while launched across multiple social platforms, were launched as skippable on YouTube timed specifically to entice you to watch beyond the skip ad moment, whereby you’d see the second “random” item get smashed.
Director: Alexander Crispin Creative: Chris Lawrence Creative: Ludvig Ehrenstråhle Creative: Arvid Nittve Producer: Ellen Finn Executive Producer: Maja Hjelmberg Account Director: Petra Käll DoP: Johan Holmqvist