2023 Winner

In 2022, Canada welcomed more than 620,000 international students. TD Bank responded to this opportunity by creating competitive banking products and incentives tailored to the segment. It enlisted Ethnicity Matters to engage South Asian and Chinese international students with a more meaningful value proposition. The result was a creative platform positioning TD as a partner in the international student journey, tied by the word “together.” The film features the milestone of students’ “First Winter” in Canada, which invokes both wonder and worry, as a winter coat is a considerable investment. It tells a classic love story (not often seen on the big screen): a young woman falls in love with a jacket and begins to see it everywhere and on everyone. The message was that students could save money on their first Canadian winter jacket using incentives, savings and bonuses from TD’s International Student Banking Package. The film launched TD’s International Student Banking offering, was viewed nearly 1.2 million times and helped TD reach its acquisition goals within the segment.

Credits

Sarita Parchani, Sr. Marketing Manager -Segments and New to Canada
Karen Kok, Manager, Integrated Marketing Planning, Segments and Multicultural
Waseem Saikh, Creative Director
Ming Zhong, Creative Director
Wendy Castillo, Managing Director
Brian Tong, Group Account Director
Natasha Habib, Account Coordinator