TD Bank: Unexpectedly Human by TBWA

Agency: TBWA
Client: TD Bank
Date: Jan 2019
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'Unexpectedly Human' - it's a full brand repositioning that touts the brand's surprisingly personal and congenial approach to banking. Several TV spots will be used, alongside large-scale OOH and social initiatives as well.

TD Bank teamed up with TBWA\Chiat\Day New York to develop the new brand positioning 'Unexpectedly Human,' which sets out to defy consumers expectations of what a bank can be. The new campaign champions everyday human insights, and aims to contrast the stuffy, apathetic attitude you'd expect to find at your average bank.

The launch of Unexpectedly Human comes to life in a multi-channel campaign that spans key markets in TD's regional footprint. Shot with director Matt Aselton, the campaign spotlights three unexpected TV spots.

The large-scale OOH component, including takeovers of New York City’s Grand Central Terminal, DC’s Union Station, Boston’s Park Street, Philadelphia’s Dilworth and other key sites in and around TDBank’s east coast markets, uses 100 + hyper-localized targeted messages to underscore TD Bank’s congenial approach to banking and keen human understanding of their customers in each and every community they serve.

Whether it's replacing your lost debit card, saving you from remembering a hundred different passwords, or catching our bankers while they have a little fun, TD Bank showcases what it means to be a treated like a human.


Agency: TBWA\Chiat\Day New York

Client: TD Bankl

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