2026 Winner

In an often hard-to-break-through category, “Pole Pillows” made TD Insurance’s positioning tangible. Using claims data to identify high-risk parking lots, the brand installed oversized green cushions on poles in accident-prone areas, turning a common source of minor damage into a moment of protection. Inspired by the colour of TD’s Green Chair, the pillows extended a familiar symbol of comfort into the real world, preventing scrapes while demonstrating the brand’s role in a simple, visible way. The idea sparked national attention and community participation, with Canadians nominating locations for future installs. Beyond awareness, it delivered some serious impact: 100% positive sentiment, a 29% increase in insurance quotes and a 34% lift in sales.

Credits

TD Insurance — Pole Pillows_Credits

Client: TD Bank Maja Neable, SVP CMO Canada; Alan Wen, VP Marketing; Jayne Wilkinson, AVP Marketing; Rachel Fyfe, Sr Marketing Manager; Kim Snow, Marketing Manager; Amber Snider, Digital Marketing Manager

Agency: Diamond - Accounts: Lorri MacDonald, Managing Director; Dimple Sahajwalla, Account Supervisor; Erika Ymana, Account Executive

- Creative: Josh Diamond, President; Peter Ignazi, Chief Creative Officer; Darryl Graham, VP Creative Director, Art Director; Megan Radisa, Senior Copywriter; Brenna Whyte, Director , Production Design

- Strategy: Lori Davison, Chief Strategy Officer

- Influencer: Julie Keith, Director, Influencer; Manasi Sohoni, Strategy, Influencer

- Production: Mark Graham, Head of Production; Adam Tinker, Executive Director, Experiences; Lindsey Barnett, Senior Producer, Experiences; Serena Harding, Producer

- Editor: Mike Stephenson

Production Company: PNH

Music/Sound Design: OSO

VFX: UPP (Universal Production Partners)

PR: Agnostic PR