2022 Winner

When it comes to investing, TD wanted to remind people that no one starts out an expert. “Becoming an Investor,” by Leo Burnett, begins in a coffee shop, where a young man marvels at a friend who is investing via her phone and confesses he wouldn’t know where to start. The video transitions to the man’s imagination, full of steretoypes of him riding in the back of a chauffeured car, working out while learning Mandarin and dining extravagantly. The scenes are accompanied by dramatic music and sound effects – from audio of the man slicking back his hair with gel to his stern mentor flicking his business card away. His friend interrupts his daydreaming with, “Dude. As a first-time investor, I just use TD EasyTrade. It’s simple.”

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