• March 2, 2011

Subway is this week launching two Web series created by the winners of a contest in which teams of University of Southern California School of Cinematic Arts students submitted series concepts based on a brand brief entitled "Every Sandwich Tells A Story."

The challenge for the Subway Fresh Artists Filmmakers program was to create series in which the personality of characters are expressed through their choices of Subway sandwiches.

The two winning series debuted on March 1 on MyDamnChannel.com, and will also be showcased at the IFC Crossroads House at SXSW in Austin, Tex., on March 13.

The program was developed and executed by Content & Co., a Los Angeles-based brand studio that creates cross-platform engagement opportunities for Subway.  Publicis Modem, Subway's digital media agency of record, developed a strategy to drive distribution and promotion of the series on My Damn Channel and through syndication to select partner sites of that channel, including YouTube, Machinima, and Metacafe.

More than 50 student teams submitted series entries. The two winning series, judged by a panel comprising Subway, Content & Co. and USC representatives, are: "Do Whatever," a scripted comedy series from Andy Landan, Giles Andrew and Alice Mathias about an overworked junior lawyer and computer genius who start a business together; and "Jeff and Ravi Fail History," a scripted comedy/sci-fi series from R.J. Daniel Hanna,  F. Brian Scolfield and Ian Ward featuring a "jovial slacker" and his astrophysicist roommate.