Keds footwear brand are relaunching and the star of their "female empowerment" campaign is none other than leggy Taylor Swift.
Swift, who has recently been in the news for making Apple reverse their payment policy after she wrote a tumblr-post, is pretty much the perfect example of young woman with power right now. Posing for pics alongside lines like "There's no such thing as an average girl" and "All dressed up with everywhere to go" the campaign is reminiscent of 90s girl power pop. The "Ladies First Since 1916" campaign idea will be seen in digital media and print such as Paper, Interview and Nylon. The strategy isn't half-bad, it is "inspired by women who create their own paths, make their own rules and harness the power of femininity and strength", which fits quite well with an agile sneaker that looks feminine, comes in all kinds of colours, but can still run through mud and handle a trip in the washing machine. Using Taylor as a model is timely, I'm not so sure about re-using some of the lines though.
Agency: Kirshenbaum Bond Senecal + Partners
Creatives: Jonathan Mackler and Dan Kelleher
The more I look at this the more 90s it seems, from the box text to the flashlit photos with bad posture to the choice of blue. I guess we'd arrive at the 90s revival eventually but damn, it feels too soon.