TD Bank's OOH campaign "borrows" iconic branding
TD Bank has unveiled an OOH campaign promoting its fractional investing service, using partial glimpses of some of the world’s most recognisable logos to illustrate the concept.
The 'Own a Piece of It' campaign, created by Ogilvy Canada, features plain green billboards with square cutouts that, when viewed from the right angle, frame part of well-known logos on surrounding buildings and signs.
Brands such as McDonald’s, Starbucks, Nike, Apple and Google are referenced, with only a fraction of their logos shown to represent fractional investing.
The visual approach mirrors the service’s offer, which allows customers to buy shares from as little as $1, enabling them to invest in a portion of a company without significant upfront costs.
The campaign simultaneously visualises the concept of fractional investing while also avoiding trademark laws that typically prohibit the commercial use of a brand’s logo without permission.
Francesco Grandi, chief creative officer at Ogilvy Canada, said: "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.”