The Insight:
Hundreds of thousands of Swifties travelled to Toronto and Vancouver in Fall 2024 for Taylor Swift’s The Eras Tour. This concert event was defined by a recognizable and distinct colour palette, one colour that connects with each of Swift’s albums/eras.
The Idea:
Let’s show audiences how Home Hardware’s BeautiTone rethinks colour by hacking Swiftie culture and heroizing BeautiTone colours as “eras”. We’ll take existing BeautiTone paint colours and their corresponding names, and map them to lyrics or moments from each era, speaking in a language die-hard fans know all too well – easter eggs!
Each BeautiTone colour corresponded to its matching Taylor Swift era, and the paint’s pre-existing name directly connected to an easter egg from that era. “First Day of School” connected to Taylor’s Fearless era through the lyrics of Fifteen and “Butterfly Kisses” connected to Taylor’s Lover era through her album launch mural and music video, Me!. Tear-away posters allowed fans to bring them home and use them as paint swatches in their rooms.
Leading up the concert, we posted a takeover on Home Hardware’s Instagram, recreating the iconic concert grid. We then handed out free concert t-shirts that mimicked the official The Eras Tour merch for fans in Toronto and Vancouver.
Agency: john st.
Chief Creative Officer: Krystle Mullen
Art Director: Jordan Bloom
Copywriter: Kim Monitto
