TD Ameritrade: Greetings from the Blockchain by Havas New York

Client: TD Ameritrade
Date: Apr 2018
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In a definite first, TD Ameritrade and Havas have placed an ad in the blockchain as a celebration of innovation and creativity.

The ad is made up of 68 Bitcoin transactions, each containing of a string of 80 computer characters that come together to create ASCII art. It can only be viewed visually on a landing page. When it all comes together, the transactions form an image of a flag being held by a hand and featuring the TD Ameritrade logo.

The goal was to demystify finance, cryptocurrency and the blockchain. While putting the ad together the team had to consider that since each string is limited to only 80 characters, they had to be clever in character use, and chose only Unicode characters or simple typewriter characters (slashes, equal signs) to create the design. The first transaction contains an initial line, “See the full picture at tdameritrade.com/blockchain.” They then built the rest of the design from 67 additional transactions.

Each transaction contains a single line of the ASCII art, which, when taken in totality forms the larger image of a flag.

The ad was meant to spread word of mouth in the finance industry and across social media.

Credits

Client/Brand: TD Ameritrade

Campaign: Greetings from the Blockchain

CLIENT:

TD Ameritrade

Denise Karkos: Chief Marketing Officer

Kerin Morrison: Managing Director, Brand & Advertising

Justin Garcia: Director, Advertising & Social

Jim Crews: Senior Manager, Social Media Marketing

Erin Fairchild: Senior Specialist, Digital Marketing

AGENCY

Havas New York

Harry Bernstein: Chief Creative Officer, Havas New York

Israel Garber: Global Executive Creative Director

Keith Scott: Executive Creative Director

Paul Johnson: Executive Creative Director

Peter Gosselin: Creative Director

Jay Hunt: Creative Director

Alexis Carr: Copywriter

Keegan Sanford: Junior Art Director

Matt DeCoste: Associate Creative Director (Web)

Jess Davis: Associate Creative Director (Web)

Allyn Scherr: Junior Art Director

Stuart Culpepper: Group Director, Product & Experience

James Cloughen: Digital Producer

Tim Maleeny: President, Havas NY; Chief Strategy Officer Havas North America

Casey Ritts: Group Account Director

Elaine Purcell: Group Planning Director

Darah Rifkin: Account Director

Danny Wang: Director of Technology

William Lin: Solution Architect

Angus Lo: User Experience Technologist

Eric Nichols: Web Developer