2022 Winner

To attract South Asian newcomers to one of its anchor products, TD Bank wanted to reinforce the message that it understands what’s important to the community. South Asian people prefer to minimize their bank fees. The goal was to leverage TD’s broadcast sponsorship of the 2021 Indian Premier League (IPL) cricket season on Willow TV to attract newcomers to the TD Unlimited Chequing Account, but the time difference meant that the live broadcasts from India took place during the Canadian workday. Barrett and Welsh centred the campaign, “Now That’s Cricket” – a play on the phrase, “That’s just not cricket” – in two English-language television spots. With overcoming obstacles in mind, each spot featured someone working from home who found a way to be on video calls while also watching the IPL. TD conveyed that consumers could overcome challenges they faced as fans as easily as they could overcome their financial challenges, as long as they have TD’s support.

Credits

Gavin Barrett, Chief Creative Officer
Mike Welsh, Chief Creative Officer
Bhupesh Luther, Creative Group Head
Akshata Kale, Art Director
Radhika Mohandas, Copywriter
Deb Cochrane, Studio Manager
Nitin Bagga, COO & Chief Strategy Officer
Ben Borges, Business Director
Saloni Sharma, Sr. Account Manager
Puneet Ahuja, Director, Media
Tina Chan, Producer