TD Bank promotes its fractional shares with a clever outdoor campaign, showing fragments of major brand logos under the concept 'Own a piece of it'.
The Concept: “Own a piece of it”
Under the tagline “Own a piece of it”, this campaign developed by Ogilvy Canada translates the financial product’s concept directly into the physical medium. The creative adapts to the outdoor format by visually representing the idea of owning just a fraction of a share, showing only a portion of iconic logos from the companies where users can invest.
Outdoor Ads with Strategic Windows
The ads were placed in strategic locations with green, fully opaque panels —TD Bank’s corporate color— except for a small square that acts as a “window,” revealing only a fragment of the logo of renowned brands like Apple, Google, Starbucks, Coca-Cola, or McDonald's.
This clever execution turns each ad into a visual metaphor of fractional shares while solving a legal challenge: advertisers cannot legally display other brands’ logos in their ads. By revealing only a small part, the campaign avoids trademark infringement.
Creativity Meets Legal Strategy
Francesco Grandi, Chief Creative Officer at Ogilvy Canada, explained on LinkedIn:
“How do you show a fraction of the top shares people could own if you legally can’t display other logos in your ad? Easy. You find a loophole the size of a window in trademark law.”
MaryJane Ardron, Marketing Manager at TD Direct Investing, also shared her thoughts:
“A fun and innovative way to bring fractional shares to life with outdoor advertising. Thank you Ogilvy Canada for your creative brilliance on this work!”
Photography and Execution
The campaign photography was handled by Shoot Studio, highlighting the simplicity and elegance of the visual approach. Through this strategy, TD Bank successfully communicates that investing can be accessible while achieving high brand recall.
