TD Bank

We worked with TD Bank to develop a nationwide digital and print campaign that featured three stories of impact from Indigenous communities.

TD Bank is committed to advancing economic inclusion in Indigenous communities, whether by offering financial literacy education and employment opportunities or by providing increased access to financial services and support for Indigenous entrepreneurs.

The campaign features stories that centre around TD Bank’s pillars of Customer, Colleague, and Community, and each story follows the Corporate Citizenship Storytelling Framework. We managed every aspect of the creative execution to ensure authentic and accurate representations of Indigenous communities.

We connected with Indigenous community members, including Naomi Racette and Blaise Arkle, to discover how TD Bank has helped them on the road to success. We brought in Indigenous photographers to capture photos of each storyteller.

We traveled to Tsuut’ina Nation in Alberta to film a walkthrough of TD’s Buffalo Run branch, which is the first branch on First Nation land in Alberta and the first in the Bank’s history to be entirely staffed by colleagues from Indigenous communities.

This continuous marketing campaign ran Canada wide from June to October, 2024. The campaign delivered a clear message that highlighted TD Bank’s focus on economic inclusion (financial literacy and education), employment opportunities,and increased access to financial services and support for entrepreneurs from Indigenous communities. The campaign was delivered using real-time bidding to ensure that ads were seen by users in specific age brackets and locations.