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.”