Taylor Swift + YouTube
Anti-Hero
My Role
Concept
Concept
Art Direction
Result
-569M Total Views
-26M Total Engagements
-118K Total Creations
-27K Creations from new Shorts creators
-569M Total Views
-26M Total Engagements
-118K Total Creations
-4.9K Avg daily creations throughout campaign
-27K Creations from new Shorts creators💡Brief & Idea
To inspire Gen Z participation on YouTube Shorts, we partnered with Taylor Swift to run a multi-platform interactive campaign called # TSAntiHeroChallenge.
We invited fans around the world to share their anti-heroic traits, which was the core part of the title song ‘Anti Hero’ on Shorts.
We invited fans around the world to share their anti-heroic traits, which was the core part of the title song ‘Anti Hero’ on Shorts.
Trailer :30
We kicked this off with :30 ad unit and 6 Shorts from Taylor Swift herself.
In the ad unit executed across the world, we used intuitive two-tone gradient to present Taylor and her fans’ normal side and anti-hero side.
We kicked this off with :30 ad unit and 6 Shorts from Taylor Swift herself.
In the ad unit executed across the world, we used intuitive two-tone gradient to present Taylor and her fans’ normal side and anti-hero side.
Trend Shorts 1 & 2
We asked her fans to share their anti-hero traits.
We asked her fans to share their anti-hero traits.
Trend Shorts 3
We also made her cat Benjamin’s POV video and it earned love from internet and her fans...
We also made her cat Benjamin’s POV video and it earned love from internet and her fans...
Shorts Creation
118k+ anti-hero traits were shared on Shorts for 30 days: from fun ones to deep ones.
118k+ anti-hero traits were shared on Shorts for 30 days: from fun ones to deep ones.
DOOH
Digial
Creation from Celebrities
Brie Larson
Millie Barbie Brown (Seems she didn’t understand the assignment...)
Don Lee