2025 Winner

CASE SUMMARY

As a brand, TD aims to champion inclusivity and help create accessible environments for all.

So when the brand’s own neurodiverse and visually impaired employees brought to attention that only 3% of the internet is accessible to users with disabilities (one of the main ways people access their banking information), the TD Accessibility Adapter was built.

The Adapter is a free browser plug-in that allows users to personalize their online experience based on their individual accessibility preferences: such as colour blindness, dyslexia and ADHD.

Originally developed as an internal tool for colleagues, the Accessibility Adapter was made widely available last year as a Google Chrome extension. However, there was little awareness that it was now available to the public at no cost. The unseeable campaign was launched to help address this awareness gap.

Canadians, especially neurodivergent Canadians, generally feel like banks don’t truly understand them or what they’re going through. The skepticism of a bank runs deep, with most people doubting that their banks would ever put anything above making money.

The goal was to create work that demonstrated to neurodivergent Canadians that the agency understood their challenges. That we see them.

The agency decided to focus this campaign on the estimated 2.6M Canadians who are colourblind, who the Accessibility Adapter helps support. By focusing on those who are colourblind and allowing them to literally see something others couldn’t, we demonstrated our commitment to the neurodivergent community, and Canadians
at large.

Like the TD Accessibility Adapter tool, the campaign was developed by and with colourblind and neurodivergent creators at every phase.

On September 6th (Colour Blind Awareness Day), TD launched “Unseeable Billboard”, created by color blind artist, Paul Scott Canavan.

The clever OOH encourages viewers to experience just how diZerent seeing is for those with vision impairment. As such, the message within the mural can only be read by those with colour blindness.

Those who are colour blind see the message: “If you can see this, it’s because we see you.” People without colour blindness simply see a monotone board in TD’s signature green.

The message is meant to both reinforce TD’s commitment to accessibility, as well as its promise to always think customer-first, especially by reducing barriers to access.

Although the campaign has only been in-market for a few weeks at the time this case study was written, Chrome Extension downloads of the Accessibility Adapter have increased by exactly 3x between Sept 1 and Oct 1, and the campaign had garnered 7.2 million earned impressions.

Since the reception has been so positive in Canada, TD is also looking to extend the campaign to the US market, to support neurodivergent customers below the border as well.

Credits

CLIENT
Global Chief Marketing Officer: Tyrrell Schmidt
Chief Marketing Officer, Canada: Maja Neable
VP Marketing - NA Brand & Sponsorships: Michael Armstrong
AVP Marketing - Brand Strategy: Sarah Green
Sr. Manager COE: Brad Buset
Manager, Graduate Rotational Program: Souha El Jisrsal
Ogilvy Canada CCO: Francesco Grandi
GCD: Randy Stein
ACD: Jack Hwang
Copywriter: Phil Gull
Art Director: Helen Giles
Art Director: Pedro Minari
Intern Copywriter: Jessie Montalbo
Intern Art Director: Kailin Zhang
Director of Broadcast Production: Jaclyn Garfinkle
Co-director Production: Alexandre Andre
Producer: Maddy OShaughnessy
Mac Artist: Romy Nanola
Chief Strategy Officer: Jeremy Daly
Group Strategy Director: Sarah Almond
Director of Strategy: Amine Rais
Managing Director TD: Sandi Truffen
VP, Group Account Director: Kristine Lafreniere
Group Account Director: Tim Binkley
Account Director: Sachin Sahu
Account Director: Connie Ponari
Account Supervisor: Devin Ste. Marie
PRODUCTION
Visual Art: Black Madre
Visual Art consultant: Paul Scott Canavan
ThePub
Robert Blair: Senior Project Manager
Ariane Rios: Project Manager
Jessica Daoud: Motion Graphics Animator
Crystal Swarts: Motion Graphics Animator
AGENCY
Creative Agency: Diamond
Lorri MacDonald, Managing Director, Diamond
Julie Dunning, Group Account Director, Diamond
Erin Voth, Director, Influencer Marketing, Diamond
Jill Neaven, Sr. Strategist, Influencer Marketing, Diamond
Hogarth
Vanessa Di Staulo, Editor