2022 Winner

To increase its presence among the South Asian population, TD Bank looked to establish an association with cricket, the community’s most-beloved game. Koo Multicultural created a campaign that consisted of three films, one for the TD brand, another for its New to Canada product, and a third for TD’s Global Transfer (Money Transfer) product. Each film followed a different stage of one family’s journey as they settled in Canada, while establishing their passion for cricket and its connection to their lives. Broadcast TV achieved an AMA that was 15% above its target. The online videos were picked up by Cricbuzz, ESPN Cricinfo and the Times Network, scoring higher completion rates and view rates than industry benchmarks.

Credits

Film Director: Amit Gupta
Creative Directors: Lyranda Martin Evans and Travis Cowdy
Client Service: Feraz Rahman and Terrence Ho