2022 Winner

TD wanted to win over beginner investors and convince them to use its EasyTrade app with a reminder that no one starts out an expert. The “Becoming an Investor” spot begins with a young man in a hoodie who is awed by his friend using the app in a coffee shop: “You invest? I wouldn’t even know where to start.” The video then cuts to a series of images running through the man’s mind, representing the various clichés and stereotypes of slick sharks and workaholics. Classical music rises and swells dramatically while the man, often accompanied by his mentor, is shown riding in the back of a chauffeured car, working out while learning Mandarin, playing golf and dining extravagantly, among other expected scenes.

The sounds accompanying each shot are equally dramatic, whether it’s the audio of the man slicking back his hair with gel or his mentor flicking his business card away. Finally, the young man awakens from his day-dreaming to the friend showing him how “simple” it is to invest if he just uses TD’s EasyTrade app.

Credits

Ben Tarr - President
Steve Persico - Chief Creative Officer
Lisa Greenberg- Chief Creative Officer
Natasha Dagenais - SVP Head of Account Management
Tahir Ahmad - Chief Strategy Officer
Ryan Roberts – VP, Strategy
Melanie Palmer – VP, Co-Production Director, LB Toronto, Canada
Emma Du Boisson – VP, Co Production Director, LB Toronto, Canada
Evan Wallis – Copywriter
Robin Soukvilay – Senior Art Director
Kirk Round – Group Account Director
Josee Lalonde – Sr. Producer, Martel & Cie, Canada
Eric Hébert – Sr. Copywriter, Martel & Cie, Canada
SOFT CITIZEN—Production Company
Aircastle – Directors
Link York – Exec Producer
Eva Preger – Exec Producer
Rob Burns – Exec Producer
Andrew Graham – Line Producer
Peter Simonite – Director of Photography
FORT YORK—Online / VFX
Mike Bishop – Creative Directo
Melissa Vasiliev – Lead Flame Artist
Alex Boothby – Flame Artist
Luke White – Flame Artist
Abraham Lim – Flame Assistant
Davor Celar – Animation Director
Pallavi Joshi-Firby – VFX Executive Producers
OUTSIDER—Editorial
Kristina Azlinger – Exec Producer
Sophia Lou – Editor, Outsider Editorial, Toronto, Canada
Kelsey Dale-McGrath – Assistant editor
ALTER EGO—Transfer
Wade Odlum – Colourist
PIRATE—Audio House
Vanya Drakul – Director
Maggie Blouin Pearl – Exec producer
Kyle Anderson – Audio Engineer
Emery Taylor – Composer
Client
Betsey Chung, Executive Vice President, Global Chief Marketing Officer

Michael Letsche, VP Marketing - TD Wealth, PS&I & TDAM
Ryan Kalsi, Senior Group Manager, Marketing
Rakhee Datta, Senior Manager, Marketing