Article
July 31, 2026
Sleeping Bag-uette x Subway – The ultimate festival essential for Gen Zzz.
Idea: Ahead of festival season, we wanted to create a unique piece of must-have merch for Subway, introducing… the Sleeping Bag-uette.
Proving Subway is the ultimate comfort food at a festival, the sleeping bag featured duvet layers inspired by Subway’s iconic Italian B.M.T.® Sub and best-selling ingredients, plus a built-in pillow.
Execution: Working with a chosen supplier, a limited-edition, three-metre long Sleeping Bag-uette was produced to become an eye-catching essential of festival season. The Sleeping Bag-uette produced was also available via a social giveaway during festival season.
We captured imagery of the Sleeping Bag-uette in use at Bournemouth 7s festival, with social content seeded over the May Bank Holiday weekend before launch to drive buzz and intrigue ahead of the announcement on 27th May.
The images were sold in to press alongside a hero release containing research which found that Gen Z would be prioritising sleep over headline acts this festival season.
Results:
The campaign delivered 287 pieces of coverage, including standout features across The Mirror, The Daily Star, Daily Mail TikTok, Made In Poor Taste, Heart and Capital.
We also took the Sleep Bag-uette to the Lorraine studios and it was featured in a one-minute-long live segment of the show with celeb stylist Mark Heyes even getting in it!
Coverage generated more than 192 million reach and successfully gained over 10,000 engagements, ensuring Subway was at the heart of the cultural festival moment.
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