This week, independent creative agency The Public House released a campaign in collaboration with EPIC The Irish Emigration Museum and the Irish Family History Centre to inform Taylor Swift of her Irish ancestry. The museum’s internal genealogy experts recently discovered a love story that took place 188 years ago, 172 years before Taylor Swift’s debut hit, Love Story.

Taylor’s heritage can be traced back to a moment when her great-great-great-grandparents, unknown to each other at the time, both boarded the ship AMY, departing Derry, destined for Philadelphia. This wasn’t just a tale of emigration, but one of love.

Dressmaker Susan Davis, and weaver Francis Gwynn's life story since a chance encounter has been brought to life by illustrator Lauren O’Neill. She has drawn on their professions to find a red thread that connects their lives. The campaign has also come to life with copy-driven OOH, as well as a rendition of ‘Love Story (Susan Davis’ version)’ sung and shared by Allie Sherlock on TikTok that reimagines the lyrics from Taylor’s great-great-great grandmother’s point of view. All content leads to EPIC’s website, where Taylor’s heritage is being shared in detail. That’s not all, the museum is also inviting Swifties to discover more about Taylor on a dedicated tour taking place from June 22nd - 27th.

Aileesh Carew, CEO of EPIC The Irish Emigration Museum, commented, “In tracing Taylor Swift’s roots back to 1836, EPIC exemplifies its vital role in preserving the rich tapestry of our past, ensuring each thread contributes to the vibrant narrative of our collective history. We invite Taylor and her fans to visit and experience the unforgettable stories of how those who left Ireland shaped the world.”

Fiona Fitzsimons, Director at the Irish Family History Centre, within EPIC The Irish Emigration Museum, said, "The tale of Susan Davis and Francis Gwynn beautifully exemplifies the interconnectedness of family history and global narratives. Their journey is not just a personal love story, but a testament to the resilience and courage of countless Irish emigrants."

Mikey Curran, Associate Creative Director at The Public House added “When Taylor Swift comes to town, many brands roll out the punny headlines. Rather than do something expected, we decided to add value in a way unique to EPIC and the Irish Family History Centre. Their experts uncovered some fascinating stories, and we hope our modern interpretations of storytelling do them justice.”

This work is another example of the agency’s anti-formula approach to building attention grabbing work that is in line with their philosophy that ‘Boring Doesn’t Sell’. The independent creative agency works with a diverse portfolio of ambitious clients including FBD Insurance, EPIC The Irish Emigration Museum, 48 Mobile, Cadbury and Barnardos.