2026 Winner
GoldArt Direction
TD
"Fractional Window Shopping"
Ogilvy
"Fractional Window Shopping"
Ogilvy
For many Canadians, investing had long felt out of reach, reinforced
by the high cost of blue-chip stocks and a perception that ownership
was reserved for those with significant capital. TD set out to change
that with the launch of fractional shares, allowing people to invest
in top stocks for as little as one dollar. The challenge was awareness:
most aspiring investors didn’t know the product existed, and legal
restrictions prevented TD from naming or showing the very brands
people would want to own. “Fractional Window Shopping” turned
aspiration into something within eyesight, using real-world context to
make ownership visible. Custom OOH placements featured precision?cut openings that revealed only a fraction of iconic brand logos in
the environment beyond, paired with the line, “Own a piece of it.”
By turning compliance into a creative device, the campaign made
fractional investing feel both accessible and enticing, driving
340M earned impressions, increasing intent to learn by 51% and
lifting favourable sentiment toward TD by 55%.
by the high cost of blue-chip stocks and a perception that ownership
was reserved for those with significant capital. TD set out to change
that with the launch of fractional shares, allowing people to invest
in top stocks for as little as one dollar. The challenge was awareness:
most aspiring investors didn’t know the product existed, and legal
restrictions prevented TD from naming or showing the very brands
people would want to own. “Fractional Window Shopping” turned
aspiration into something within eyesight, using real-world context to
make ownership visible. Custom OOH placements featured precision?cut openings that revealed only a fraction of iconic brand logos in
the environment beyond, paired with the line, “Own a piece of it.”
By turning compliance into a creative device, the campaign made
fractional investing feel both accessible and enticing, driving
340M earned impressions, increasing intent to learn by 51% and
lifting favourable sentiment toward TD by 55%.
Credits
Brand: TDGlobal 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