TD Bank launched an outdoor advertising campaign to promote its new fractional shares feature through TD Direct Investing. The financial institution wanted to show novice investors that they could buy partial stocks of major global companies for a single dollar. Strict copyright laws prevented the bank from printing the iconic logos of these major corporations directly on their promotional materials.
The creative team at Ogilvy Canada developed a physical workaround to avoid trademark infringement lawsuits. They constructed bright green street billboards featuring a precise laser cut square window. The agency installed these custom structures directly in front of the retail storefronts and corporate offices of major brands such as Apple, Google and Nike. Passersby looking through the physical window saw exactly a fraction of the actual brand logo located on the building behind the board.
This installation matched the campaign tagline “Own a piece of it” by giving consumers a literal glimpse of the corporate giants they could invest in. The physical execution transformed regular window shopping into a clear visual metaphor for partial ownership of stock. The strategic street placements generated massive digital chatter and social media sharing. This direct approach successfully demystified the stock market for young audiences and drove a 78 percent increase in positive brand perception among new investors.
Campaign Name: Fractional Window Shopping
Agency Name: Ogilvy Canada
Brand Name: TD Bank
Location: Canada
