Recently, the MTA unveiled its new subway map design. Along with it came a redesign of the Coney Island station stops, home of the original Nathan’s Famous. And that new design? It looked suspiciously like a hot dog.
The Hot Dog Connection
Client
Nathan’s Famous
Agency
adam&eveDDB New York
Role
Lead Strategist
Team
Creative Direction Jason Ashlock
ACDs Elizabeth Swartz, Charlotte Frank
Creative Team Sam Hamerski, Jay Checo
Campaign Overview
Few things feel more quintessentially New York than the subway and a hot dog. And this summer, the MTA’s first major subway map redesign since 1979 became a citywide obsession.
We spotted something others missed: a hot dog, formed by the convergence of the N, F, and Q lines at Coney Island, birthplace of Nathan’s Famous.
So we leaned into the serendipity of the redesign and partnered with the MTA to add a playful mustard squiggle to the map, transforming a coincidence into “The Hot Dog Connection.”
Press
