Taylor Swift will be featured in Keds®’ new campaign. Titled Bravehearts, the campaign is anchored by Bravehearts.com, a new online destination for exclusive lifestyle and fashion content inspiring girls to live fearlessly while defining their individual style and showcasing moments of bravery. They’ll also be able to learn more about Taylor Swift. [Click on the photo above to see a larger image.]
“I am so excited to be working with Keds®,” Taylor said. “The campaign is a tribute to brave girls everywhere.”
“This campaign is inspired by our Keds® girl, who we believe is without limits,” Rick Blackshaw, president, Keds®, said. “She is optimistic, kind and bold, and views life with a very brave outlook. She is socially connected, focused on being a catalyst in her community, and values her opinion and wants it to be heard. Our goal was to capture her dynamic spirit in ways both large and small.”
Created through a partnership with Toth + Co, the campaign will reach girls through a series of digital, social, print, mall media and retail components around the world. Five additional brave girls found through a Keds® brand casting are featured alongside Taylor with their individual stories of strength shared via Bravehearts.com.
“The trick was to find the perfect balance between having fun with this campaign and keeping it aligned with the intrinsic values and rich heritage of the Keds® brand,” Bob Fouhy, president, Toth + Co, said. “We captured the authentic Keds® style with a fresh fashion point of view as embodied by Taylor, while giving a face to bravery through rich content and personal story telling. What we ended up with is more than just ads or a brand video; Bravehearts is the start of a brave girl revolution.”
The campaign was shot in Nashville featuring Taylor in a variety of locations around the city with the slogan ‘here’s to the brave girls’ overlaid. Video content features Taylor discussing stay true to oneself, style, friendship and self confidence. The campaign will be seen on websites including Hulu, YouTube, Pandora, Polyvore, Seventeen.com and TeenVogue.com as well as magazines such as Teen Vogue, Seventeen, Lucky, Glamour and People StyleWatch.