META Version 1

Real Estate Secure Lending Spring Campaign

Client: TD Bank > Real Estate Secured Lending

Goal: Get prospects to trust TD with their mortgage needs and inquire and/or apply for a TD Mortgage.

Process: After being briefed, I worked with an art director and associate creative director to come up with different ways to evolve an existing campaign idea — getting a mortgage shouldn’t feel like a wild ride.

Having worked on last year’s “wild ride” campaign, I was already familiar with the sensitivity of the topic and how mindful to be when approaching the copy. I wanted to show our target audience (first-time home buyers, refinancers, etc.) that TD not only understands the difficulties of the housing/mortgage market, but also how it’s emotionally affecting that of the target audience. That made taking a deeper dive into the minds of the target audience that much more important.

Because this was a multi-tactic campaign, I wanted to ensure that the work properly reflected the platform it would be in, and the audience that would see it. For example, META assets utilized a POV trend, while Union Station utilized a hybrid of static images and POV for a more attention grabbing affect. What you see above is only a snippet of the final assets produced and show a mixture of messaging that was used throughout the campaign.