Advertising strategy of bank involves appropriation of renowned brand logos
In a bold and playful move, TD Bank has launched an Out-of-Home (OOH) advertising campaign that creatively references iconic brand identities. The campaign, titled "Own A Piece of It," features billboard ads that cheekily 'steal' logos of brands such as Apple and Google, framing them within street signs.
The billboard ads, characterised by bold color, minimalist design, and calculated composition, are a series of unique subtle masterpieces. Each ad captures a snippet of the iconic brands' logos in square cutouts, set against seemingly innocuous green billboards.
The campaign aims to avoid copyright complications by using a visual pun and framing street signs instead of directly using the brands' logos. This creative approach cleverly demonstrates how everyday investors can own a portion of these major brands.
While examples of OOH ads that reference or creatively borrow other brands' logos are uncommon due to legal restrictions around trademark use, TD Bank's campaign is a notable exception. It joins a line of inventive OOH campaigns that push the boundaries of standard logo and brand presentation, such as Red Bull's 3D anamorphic billboard in Atlanta and Aer Lingus's campaign for the Nashville-to-Dublin route.
The campaign, created by Ogilvy Canada, is a testament to TD Bank's innovative marketing strategy and its commitment to captivating audiences in a new and engaging way. With its playful take on trademark laws and clever use of visual effects, "Own A Piece of It" is sure to leave a lasting impression.
[1] Red Bull's 3D anamorphic billboard in Atlanta: [Link to source] [2] Aer Lingus's campaign for the Nashville-to-Dublin route: [Link to source] [4] KFC's "FCK" poster during their UK chicken shortage: [Link to source]
- TD Bank's "Own A Piece of It" campaign, which playfully references iconic brand identities, is a bold and creative instance of Out-of-Home advertising, often found alongside Red Bull's 3D anamorphic billboard in Atlanta and Aer Lingus's campaign for the Nashville-to-Dublin route.
- With its clever use of visual effects and a playful take on trademark laws, the "Own A Piece of It" campaign, created by Ogilvy Canada, is a testament to TD Bank's commitment to captivating audiences through innovative marketing strategies.
- The influential impact of the billboard ads is due to their minimalist design, bold color, and calculated composition, transforming them into unique subtle masterpieces of art within urban landscapes.
- The campaign's strategy resides in using a visual pun and framing street signs instead of directly using the brands' logos to avoid copyright complications, similar to KFC's "FCK" poster during their UK chicken shortage.
- The "Own A Piece of It" campaign, set apart from conventional Out-of-Home advertising due to legal restrictions around trademark use, represents a new approach to logo and brand presentation in the creative design and UX industries, as well as the financial and business sectors.
- By creatively referencing iconic brand identities, TD Bank's campaign extends to the realm of street photography with its snapshots of logos within seemingly innocuous billboards, embodying a fresh sense of inspiration for both marketing and art enthusiasts.
