Royal Submarines

Agency: Fitzroy Amsterdam

Royal Submarines for Subway at Kingsday


Subway and Fitzroy come up with humorous way to bypass Amsterdam Kingsday crowd
Three Royal Submarines from Subway transport you as a royal through the canals.

King’s Day in Amsterdam is a busy one. That’s a fact. Being sandwiched in the crowds, the Amsterdammers try to get themselves with might and main from A to B. That’s why Fitzroy came up with the Royal Submarine: three green submarines to sail people out of the crowd… through the waters.

For this end, Subway launched a new limited edition sub [Subway’s copyright sandwiches], The Royal Sub: a majestic sub with orange ingredients. You can order it for 27 cents [King’s Day is on 27th of April] by using the JustEat app, and you will simply get picked up by a Royal Submarine. So in fact, you order a sub of 15 centimeters and get a free submarine of 8 meters with it. You can then both escape the crowds and enjoy your Royal Sub as a king.

In order to create buzz around the activation, a week before King’s Day, Subway “leaked out” a video of the king and queen of the Netherlands trying out our Royal Submarine. They sailed the same route in Rotterdam as they would do in real life on King’s Day itself. Our stunt caused some serious commotion in Rotterdam that very day.

Mischa Schreuder, ECD Fitzroy: we let two look-alikes of the royal couple sail around on our Royal Submarine. We immediately realized how much of an eye-catcher our submarine is. In Rotterdam we had a lot of people stopping by and right now it’s all over the press. By tapping into the visitors’ demand we crowned Subway as the crowd-pleaser of King’s Day of 2023.

This professional campaign titled 'Royal Submarines ' was published in Netherlands, United Kingdom, and United States in April, 2023. It was created for the brand: Subway, by ad agency: Fitzroy Amsterdam. This Ambient, Experiential, and Outdoor media campaign is related to the Delivery Services, Food, and Media industries and contains 1 media asset. It was submitted 5 months ago by Creative Director and Partner at Fitzroy: mischa of Fitzroy Amsterdam.


Agency: Fitzroy Amsterdam

Production: Raul & Rigel

Cliënt: Subway


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