1989 (Taylor’s Version): Tangerine Vinyl

In October 2023, Taylor Swift released a film of her incredibly popular The Eras Tour concert movie in theaters, and Target was able to seamlessly connect with and celebrate this pop culture moment. One week following the movie premiere, Taylor released 1989 (Taylor’s Version) containing re-recorded versions of the songs from 1989’s deluxe edition and five previously unreleased "From the Vault" tracks. On top of that, Target’s exclusive Tangerine Vinyl included a secret bonus track.

To promote the exclusive vinyl and reach its Swiftie fan base, Target planned to show up in intuitive spaces, like the surround of the concert film and on Target social channels. The Target creative team tapped into the speculation surrounding the 1989 (Taylor’s Version) album artwork, with a blue sky and seagulls flying in the distance. With only three weeks from concept to delivery, the team showed up with phenomenal solutions, navigated tricky approvals with Target and 13 Management, and made lightning-fast pivots.

In less than a month, the work reached over 12 million The Eras Tour concert filmgoers, and Taylor was so delighted by the creative that she shared it with her 276 million Instagram followers, garnering over 7 million likes.