Overview

TD Bank wanted to go beyond highlighting examples of “Black Excellence” during Black History Month for all of North America. This campaign would focus on amplifying, elevating and inspiring community members by showing what rolling up sleeves, supporting their efforts and walking the walk together looks like. Video and static assets together with the campaign message, “Walk The Walk” were aired online and on social media platforms, championing community rising stars through programs like TD ready commitment where TD aligns with their efforts and invites other community members to join in as well. The campaign videos got over 500K combined online and social impressions during Black History Month while more than doubling the previous year’s results during the same time period.

_________________________________

Role Group Creative Director, North America (USA + Canada)

_________________________________

Project Black History Month Campaign

_________________________________

Client TD Bank North America (USA + Canada)

_________________________________

Agencies Ogilvy Toronto (Canada) + Uniworld Group (UWG) USA

_________________________________

Objective TD Bank is committed to equal access to capital and is aggressively working to counter racist industry practices of the past and their lasting negative impacts on American and Canadian Black communities. With this campaign, TD Bank is showing that it is indeed ready to Walk The Walk. TD honors and recognizes those in the community that have triumphed, pioneered and inspired them as a brand, and through programs like the TD Ready Commitment, collaborates with their star community members to get down to work.