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TD Bank Defies Expectations of What a Bank Can Be

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TBWA\Chiat\Day New York positions the bank as ‘Unexpectedly Human’

TD Bank Defies Expectations of What a Bank Can Be
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 includes 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 TD Bank’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.


TD Bank
Patrick McLean - CMO | Arianna Lewko - SVP, Brand, Channel, Community & Field Marketing Strategy | Jesse Sutow - VP, Sr Manager, Brand Strategy & Advertising

TBWA\Chiat\Day\New York
Chris Beresford-Hill - Chief Creative Officer
Amy Ferguson - Executive Creative Director
Julia Neumann - Executive Creative Director

Christopher Santaiti - Senior Copywriter
Marjorie Vardo - Senior Art Director

Laura Vancil - Copywriter
Line Johnsen - Assoc. Creative Director

“Extra Time”
Mike Schneberg - Senior Copywriter
Line Johnsen - Assoc. Creative Director

Jexy Holman - Creative Director
Nuno Teixeira - Creative Director
Patrick McCarthy - Senior Copywriter
Jilly Ko - Associate Copywriter
Laura Vancil - Copywriter 
Mike Schneberg - Senior Copywriter

Digital & Social
Mike Schneberg - Senior Copywriter
Laura Vancil - Copywriter
Mert Avadya - Designer

John Doris - Head of Production
Amanda Revere - Executive Producer
Steven Kreuch - Senior Producer
Sarah Healy - Assoc. Producer
Stephanie Ambroise - Senior Business Manager
Torin Goodrich - Traffic Manager

Nancy Reyes - President
Carrie Lipper - Group Account Director
Rosalie Jones - Account Director
Lily Siff - Account Manager
Lauren Smiley - Senior Project Manager

Matt Kuzelka - Group Planning Director
Jonathan Deves- Group Planning Director
Mike Obermeyer - Senior Planner
Ali Chastain -Senior Planner
Bodi Karson - Content Manager
Sofiana Kohen - Social Marketing Manager

Production Partners
Arts & Sciences - Production Company
Matt Aselton - Director
Mal Ward & Marc Marrie - Ex. Producers
Zoe Odlum - Producer
MackCut - Edit
Ryan Steele - Editor
Gina Pagano - Ex. Producer
Margarita Mutuc - Producer
Devon Flint - Asst. Editor
CO3 - Color
Tim Massick - Colorist
Plush - Audio Mix
Rob Fielak - Audio Engineer
Michael Levesque - Audio Engineer
Sarofsky - Motion Graphics
Method - Finishing
Silent Partners - Music licensing
“Rhythm is a Dancer” by SNAP! - Music Track

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Genres: People, Comedy

Categories: Banking, Finance

TBWA\Chiat\Day, Wed, 16 Jan 2019 16:46:55 GMT