2022 Winner

A number of variables for South Asian immigrants – who, under regular circumstances, are strong savers and investors – can make them unsure of which financial institution to go to for the best returns. TD Bank wanted South Asian people to know that it could help them make better investing and saving decisions, while also motivating digitally savvy 35- to 50-year-olds to open a TFSA or RRSP. Barrett and Welsh framed the campaign through life’s milestones. Three ads depicted events, such as graduation, getting married and retirement, and posed the question: “So, what’s your plan?” The ads close with the reassurance that TD can help. The display ads were supported with interest-based paid social ads on Facebook that specifically targeted South Asian Canadians. The “What’s Your Plan?” ad campaign delivered more than 40 million media impressions and a total of 17,532 clicks.

Credits

Gavin Barrett, Chief Creative Officer
Mike Welsh, Chief Creative Officer
Bhupesh Luther, Creative Group Head, Art
Cyril Kirian, Sr. Copywriter
Deb Cochrane, Studio Manager
Carmen Lee, digital production (HTML5)
Ishan Ghosh, CEO
Nitin Bagga, COO & Chief Strategy Officer
Ben Borges, Client Services Director
Jumana Nagree, Account Director
Saloni Sharma, Sr. Account Executive