The “Showdown” is a regional employee upsell competition held in SUBWAY® restaurants locations in partnership with Frito-Lay. Each year, the event takes on a different visual theme—always geared around head-to-head competition. This was a unique project on the design side as it was employee-focused rather than customer focused both in terms of the competition and also where the collateral was displayed in the store (generally behind counters and in the normally hidden employee only spaces).
The inspiration for this campaign pulls from old boxing posters ranging from the days of Jack Dempsey to Muhammad Ali. The sepia tone, rough textures, and deep wear all speak to a battle honored by time and worn by effort.