TD needed to inspire New Yorkers to explore their latest Green Initiative, an industry leading partnership protecting North American forests, and wildlife.
Designed to give people stories to tell, a life-size, virtual forest was created inside the bank window to showcase the lives TD is protecting everyday. An entire window was made interactive using custom touch components, which called several animals into view — from watching a baby deer eat at your feet, to a full-size bear, and elk meandering through the scene, to showing how rabbits and owls thrive among the trees.
To promote the experience, a pair of vintage NYC viewfinders were customized with audio and video, and strategically placed around the city presenting a surprise virtual walk-thru of the same habitats shown inside the bank. Digital billboards were also placed at subway entrances near the bank to encourage people to experience the virtual forest first-hand.
75,000+ people spent over 4 minutes — equivalent to over 200 days, or $3 m of media exposure.
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.
