2026 Winner

Tapping into Super Bowl buzz, TD Bank turned the game’s biggest draw – its ads – into an investing opportunity. “The TD Super Portfolio” invited novice investors to buy into the brands advertising during the game, based on the insight that these companies tend to outperform the market. As each Super Bowl ad aired, TD quickly launched corresponding digital and social ads featuring the brand, its stock symbol and a simple call-to-action through TD Easy Trade. Deployed in real time across YouTube, social, OOH and contextual placements, the campaign hijacked the conversation around the ads themselves, resulting in a +114% lift in ad awareness, a 27% lift in consideration and a 500% increase in daily app downloads.

Credits

Creative Agency: Leo Toronto
President: Ben Tarr
Chief Strategy Officer: Tahir Ahmad
Managing Director: Natasha Dagenais
Chief Creative Officer: Angus Tucker
Managing Director, Strategic Growth & Operations: Anchie Contractor
EVP, Portfolio Lead: Rachel Poad
VP, Account Director: Rebecca Hickman
Account Director: Krzysztof Iwanicki
Creative Director: Noah Feferman
Associate Creative Director/Art Director: Robin Soukvilay
Associate Creative Director/Copywriter: Evan Wallis
Senior Copywriter: London Choi
Senior Art Director: Danielle Zablocki
SVP, Group Strategy Director: Ryan Roberts
Strategy Director: Zaid Khan
Senior Producer: Kaitlyn Balmer
VP, Post and Print Production: Gord Cathmoir
Senior Retoucher: Jon Krogh
Editor: Peter Guzda

Sound Production: Pirate Sound

Media Agency: Unison Media
Account Director, Media Planning: Nicolle Williams
Associate Director, Media Planning: Christina Pereira
Senior Planner, Media Planning: Raghav Budhraja

Media Agency: MSL Canada
Vice President: Sarah Burns
Account Director: Paulami Mehta
Account Manager: Liam Oldershaw
Media Relations Strategist: Aly Tsourounis

Client: TD Canada
Senior Vice President, Chief Marketing Officer, Canada: Maja Neable
VP, Wealth Marketing: Michael Letsche
VP, Brand Marketing: Michael Armstrong
AVP, TD Direct Investing Marketing: Ryan Kalsi
AVP, Brand Marketing: Sarah Green
Senior Manager, Brand Marketing: Brad Buset
Marketing Manager, TD Direct Investing Marketing: Mary Jane Ardron
Senior Manager, TD Direct Investing Marketing: Bhavin Lad
Senior Manager, Corporate and Public Affairs: Natasha Ferrari

Supporting TD Partners:
VP, TD Direct Investing: Julie Messinger
VP, Marketing Legal: Jeff Smolkin
AVP, Marketing Legal: Elliot Che
AVP, Wealth Compliance: Kevin Moon
Senior Manager, TD Direct Investing: John Spears
Senior Manager, Brand Governance: Nathan Strawn
Senior Legal Counsel, Wealth: Dan Dishy
Senior Manager, Digital Marketing: John Selvakumar
Manager, TD Direct Investing: Anastasia Harmantas
Manager, Wealth Compliance: Hyder Ali
Manager, Digital Marketing: Yachna Sonthalia
Digital Content Manager, TD Direct Investing: Ryan Adelson
Associate Manager, Digital Marketing: Czerny Vanden Heuvel
Senior Manager, Direct Investing Education Social: Peter McIntyre
Senior Manager, Head of Social Media: Shagun Randhawa