Fractional Window Shopping

In a market first, TD Bank introduced Fractional Shares and needed to show novice investors that they could own a fraction of the biggest and best stocks in the world. The problem? We weren't allowed to legally show the iconic brands people could invest in. If we did, we could face major lawsuits from the heavily copyrighted logos.

Knowing we couldn't print other brand logos on our ads, we found a loophole that avoided trademark infringement and outsmarted the lawyers. We laser cut a window on each of our custom ads, then strategically placed them where the iconic brand logos already existed - storefronts and offices.

Since each logo was at a different height in its natural environment, each placement had to be positioned at the precise angle and distance. And because we were promoting Fractional Shares, we had to ensure every window would only display a fraction of the brand's logo. Each ad took people to the TD Direct investing page.

Where most would see barriers, we saw a window of opportunity to playfully promote our product with a younger audience.