Td: Roaming ViewMasters

Credits & Description:

See the woodlands, touch the woodlands, save the woodlands.
All from the New York City-lands.
Experiential Campaign Fact Sheet
Client:
TD Bank, Mt. Laurel, N.J. and Portland, Me. tdbank.com
Agency:
Tierney, Philadelphia hellotierney.com
Brief:
Announce TD Bank’s commitment to save an estimated 300,000 trees annually, via reduced paper use and volunteer tree planting days, plus support for organizations such as the Nature Conservancy and MillionTreesNYC. td.com/forests
Roaming executions:
Two audio-enabled electronic view masters (same as the iconic binocular viewers found at vistas from Niagara Falls to the Golden Gate) will put New Yorkers’ eyes and ears “into” the deep forest. At each, a brand ambassador will provide spoken information but, consistent with paper reduction, will not distribute any TD literature.
Locations:
7:30 AM – 9 PM weekdays (shorter on Saturday, Sunday) at locations including Columbus Circle, Rockefeller Center, Herald Square, Madison Square, Union Square and the 14th St. Apple Store, with new sites announced weekly via social media.
ECD: Patrick Hardy
CD: Jeff McWeeney
Designers: Matthew Gould-Lucht, Guyda Bru
CW: Tom McDonough
Digital Strategist: Lisa Walls
Prod.: Sandra Goldblatt
Prod. Co.: PRG, New York
Run:
mid-October through mid-November