Anti-Hero Challenge

To launch the year’s most anticipated single ‘Anti-Hero’, we teamed up with Taylor Swift to create the #TSAntiHeroChallenge. By Swift’s own admission, the song delves into her insecurities and moments of self-doubt—admitting which doesn’t make one weak, it makes us human. With this challenge, we turned YouTube Shorts into a safe space for fans to admit what makes them an anti-hero in the cheeky, irreverent tone that Swifties know all too well. Over half a million fans (and one of Taylor’s cats) joined in and created their own Shorts. One of Taylor’s three shorts also contained an Easter egg teasing her next album re-release, much to fans’ delight.