The sandwich chain targets a new consumer base in mini-campaign.

As part of their #januANY promotion, Subway has been working on a fresh project with GIF search engine Giphy and digital marketing agency 360i.

The fast food giant commissioned 73 original GIFs from well-known digital artists to push their $5 “Footlongs.” The artists featured include Alexander Lansang, Klement Csaba, and Cindy Suen who were subject to only one constraint, that the animations adhere to the brand colors of yellow and green.

The marketing tactic is centered around encouraging fans to share the GIFs. What’s interesting is that this is one of the first arty campaigns Subway has embarked upon and coupled with rumors that they’re starting a Tumblr this could be indication that Subway is targeting a new kind of consumer.

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