2026 Winner

Access, not interest, is what keeps many Canadians from investing. So “Fractional Window Shopping” reframed that barrier in a way people could see – literally. To promote TD’s fractional shares, which allow purchases from as little as one dollar, the campaign turned a regulatory constraint into the idea itself. Unable to show or name high-value stocks, OOH boards featured precision-cut windows revealing only fragments of recognizable logos, inviting passersby to “own a piece of it.” The execution mirrored the feeling of window shopping while offering a new path to ownership. The work resonated widely, generating 340M earned impressions, a 51% increase in desire to learn more and a 55% lift in favourable sentiment toward TD.

Credits

Brand: TD
Global Chief Marketing Officer: Tyrrell Schmidt
Chief Marketing Officer, Canada: Maja Neable
VP Marketing, TD Wealth: Michael Letsche
AVP, TD Direct Investing: Ryan Kalsi
AVP Marketing - Brand Strategy: Sarah Green
Senior Manager, Direct Investing: Bhavin Lad
Senior Manager, COE: Brad Buset
Marketing Manager, Direct Investing: MaryJane Ardron

Agency: Ogilvy Canada
Chief Creative Officer: Francesco Grandi
Group Creative Director: Randy Stein
Copywriter: Chris Belanger, Andrew Erskine
Art Director: Audrey Laliberte, Lenilson Lima, Pedro Minari, Emmanuel Torres
Co-director Production: Alexandre Andre
Chief Strategy Officer: Jeremy Daly
VP, Group Strategy Director: Sarah Almond
Strategy Director: Maddie Pace
Strategist: Andrea Eden
Managing Director, TD: Sandi Truffen
VP, Group Account Director: Kristine Lafreniere
Account Supervisor: Devin Ste. Marie

Production
Structure Frame: Accordex
Production House: Shoot Studio
Photographer: Martin Girard
Post Production: Shoot Studio
Retoucher: Marcus Cabral