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TD, Forests, Starcom MediaVest Canada
TD set out to be the first paper-neutral bank on the planet. After reducing their overall paper usage by 20%, they continued along the path by partnering with the Nature Conservancy of Canada to preserve two football fields of forest every day. TD re-connected consumers with nature by removing the distance between consumers and the forest-- using the latest YouTube functionality and then extending the experience outward. In the video, a narrator pointed out interesting facts about plants and animals, while a carefully constructed soundscape brought unique sounds of the forest to life. Chalk art football fields reinforced the message in Toronto and in less than nine weeks, 194 million impressions triggered more than 345,000 visits to the YouTube experience.
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