Title | Unexpectedly Human 3 |
Agency | TBWA\Chiat\Day New York |
Campaign | Unexpectedly Human |
Advertiser | TD Bank, N.A. |
Brand | TD Bank |
Date of First Broadcast/Publication | 2019 / 1 |
Business Sector | Banking, Finance, Law & Insurance |
Philosophy | 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. |
Media Type | Outdoor/Out of Home |
Chief Marketing Officer (CMO) | Patrick McLean |
SVP, Brand, Channel, Community & Field Marketing Strategy | Arianna Lewko |
VP, Manager, Brand Strategy & Advertising | Jesse Sutow |
Chief Creative Officer | Chris Beresford-Hill |
Executive Creative Director | Amy Ferguson |
Executive Creative Director | Julia Neumann |
Copywriter | Christopher Santaiti |
Art Director | Marjorie Vardo |
Copywriter | Laura Vancil |
Assoc. Creative Director | Line Johnsen |
Copywriter | Mike Schneberg |
Creative Director | Jexy Holman |
Creative Director | Nuno Teixeira |
Copywriter | Patrick McCarthy |
Associate Copywriter | Jilly Ko |
Copywriter | Mike Schneberg |
Copywriter | Laura Vancil |
Designer | Mert Avadya |
Head of Production | John Doris |
Executive Producer | Amanda Revere |
Producer | Steven Kreuch |
Assoc. Producer | Sarah Healy |
Business Manager | Stephanie Ambroise |
Traffic Manager | Torin Goodrich |
President | Nancy Reyes |
Group Account Director | Carrie Lipper |
Account Director | Rosalie Jones |
Account Manager | Lily Siff |
Project Manager | Lauren Smiley |
Group Planning Director | Matt Kuzelka |
Group Planning Director | Jonathan Deves |
Planner | Mike Obermeyer |
Planner | Ali Chastain |
Content Manager | Bodi Karson |
Social Marketing Manager | Sofiana Kohen |
Production Company | Arts & Sciences |
Director | Matt Aselton |
Executive Producer | Mal Ward |
Executive Producer | Marc Marrie |
Producer | Zoe Odlum |
Edit | Mackcut |
Editor | Ryan Steele |
Executive Producer | Gina Pagano |
Producer | Margarita Mutuc |
Asst. Editor | Devon Flint |
Color | CO3 (New York) |
Colorist | Tim Massick |
Audio Mix | Plush |
Audio Engineer | Rob Fielak |
Audio Engineer | Michael Levesque |
Motion Graphics | Sarofsky |
Finishing | Method |
Music licensing | Silent Partners |
Music Track | “Rhythm is a Dancer” by SNAP! |