2021 Winner

Lunar New Year is a festival that’s focused on family reunions; however, COVID was keeping loved ones physically apart. To reinforce TD’s connection with the Chinese community, Koo Multicultural helped the bank create a campaign that inspired people to find creative ways to send LNY wishes to their families during the pandemic. In a commercial, TD showed a daughter and granddaughter surprising their grandparents with a life-size, cut-out drawing of their granddaughter, which they could hug and use to keep them company. The agency supported the emotional story with more tactical digital banners and social posts. A special website provided DIY instructions on how to make the life-size drawing from the commercial, as well as a lion dance puppet with a red envelope and a 3D pop-up LNY greeting card. The campaign successfully resonated with Chinese audiences, enhancing TD brand affinity while increasing product awareness.

Credits

Creative Team: Elsa Lai, Andy Ng, Valentine Ho, Sarah Rutherford, Mario Cesareo, Tom Ng
Strategy Team: Fernando Aloise, Carolyn Khoo
Account Team: Florence Lin, Terrence Ho
Media Lead: Carmen Luo