TD Bank is recognized as one of Canada’s Best Diversity Employers and is the “bank of choice” for Canada’s LGBT community.
With sexual orientation becoming increasingly mainstream, “pinkwashing” of existing campaigns just doesn’t cut it any more. For this year’s season of Pride Festivals, we were challenged to take TD Bank’s LGBT communications from good to great with an idea that speaks boldly and directly to the new LGBT norm.
We designed a campaign around a full-circle rainbow visual mnemonic that powerfully celebrates TD’s support for the community as all-inclusive and year-round – not something that’s just dusted off for Pride Week.
