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 inspired our strategy to create a life-size, virtual forest designed, and built inside the bank window to showcase the lives TD is protecting everyday. TD's location on Union Square, was the perfect venue to turn a massive window into an interactive surface, which called several animals into view — from watching a baby deer eat at your feet, to a full-size bear and elk wander through the scene gave it scale, to showing how rabbits and owls thrive among the trees.
To advertise the experience, a pair of vintage NYC viewfinders were customized with audio and video, and strategically placed around the busiest parts of 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.
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.
