Class Project Overview
TD Bank wants to encourage society to be more altruistic which is why they have partnered with Doctors without Borders to create an opportunity in which people can collect points to travel for themselves and help cover the costs for medical care for those in need.
Create a media advertising campaign for TD Bank’s latest travel MasterCard. In this media campaign propose a credit card name and design; video commercial, radio ad, outdoor billboard and rich media ads and a website hero display, and an innovative event that emphasizes the purpose of TD Bank’s latest product.
Project Type
MDST 3370 Media Advertising II Group Assignment & Presentation
Role
Group Member & Assumed Role of Art Producer
Skills Demonstrated
Creative strategy, Media Planning & Visual Design
Credit Card Name & Product Design
Product Name: TD Borderless Rewards Card
Credit Card Design Process
What my team and I factor when brainstorming a design for the credit card was that it should represent wellness and support due to Doctors without borders being in collaboration with TD Bank, as well as the concept of travelling since this credit card allows users to collect travel points.
The initial idea was to incorporate a first aid kit into the card design because the kits are there to help in case of emergency situations which relates to what Doctors without Borders represent. Knowing that Doctors without borders.
The first draft design included a caduceus since its a symbol for medicine in the western hemisphere, with a green background that would represent TD Bank, feeling of wealth and vitality. However, with deeper research on the caduceus, the initial meaning didn’t reflect the current purpose of the credit card.
The other idea was to use a scenic image because this card is a travel card and for the most part we want people to be drawn to the travel aspect of our card and felt that presenting that visually was the best way we could captivate attention.
Final Card Design
Proposed Media Advertising Platforms
Video Commercial
The video mock up below was assembled through the use of stock video. The reason of having a mock up was to give a visual concept of how the video commercial should make viewers feel, message conveyed and the purpose of the product.
Radio Ad
The specific intent of this radio ad was to develop a message that aligns with TD Bank’s collaborated partner’s values, of Doctors without borders.
This Radio ad invites customers to be a part of our mission which is to provide medical to those in need. We hope the campaign fulfills a humanitarian need we all have within us and encourages people to spend money to contribute to something great.
Outdoor Billboard
Digital Advertising/Rich Media
The final aspect of this advertising campaign is digital advertising/rich media. The design under for the outdoor billboards will be used for online banners and appropriate website ad spaces encourage brand and product recall.
