TD Bank wanted to tell New Yorkers about their progressive Green Initiative, an industry leading partnership with key conservation groups to help protect critical North American forests.
But TD wasn't simply reducing paper use to save trees, their efforts went a step further to consider the wildlife living among them. This led to the creation of a life-size, virtual forest designed, and built inside the bank window at Union Square, turning the glass into an interactive surface which called local animals into view, showcasing the lives TD is protecting everyday.
To advertise the experience, a pair of vintage NYC viewfinders were customized with audio and video, and strategically placed around the city creating a surprise virtual walk-thru more habitats. Digital billboards were also placed at the busiest subway entrances near the bank to encourage people to experience the virtual forest first-hand.
Over 75,000 people spent nearly 4 minutes with the forest in less than 30 days, equivalent to over 200 days of exposure, for the brand, and their pioneering efforts.
Digital billboard content was synced with the time of day, the weather, and distance to the bank creating unique, compelling reasons to explore the forest.