2023 Winner

TD Bank wanted to celebrate Lunar New Year with the Chinese-Canadian community and strengthen its equity among them. The “Lunar New Year – Traditions Loved by Generations” campaign, by Koo, aimed to generate awareness of TD’s services and show the new sense of optimism and celebration that everyone is feeling after the pandemic. The campaign reflected how generations come together to celebrate the festival. It was communicated in English, Cantonese, Mandarin and French, through OLV/TVC, digital banners, social posts, OOH and in-branch digital screens. The commercial shows vignettes of a couple preparing for and celebrating Lunar New Year – cleaning the house, putting up decorations, serving food to their visiting parents, giving lucky red packets – as their two kids horse around. The voiceover at the end says, “May Lunar New Year traditions bring blessings to every
generation” as the kids, in costumes, dance with their grandfather, and the family cheers them on.

Credits

Koo:
Creative Director, VP Business Lead:
Jessica Borges
Sr. Graphic Designer: Tom Ng
Account Director: Florence Lin
Group Business Director: Terrence Ho
Film Production: Kelvin Mok
Director: Angie Su