Emilia Tongson Art Direction + Design

During my Internship experience at TBWA\Chiat\Day NY, I worked on a social campaign for TD Bank where kids could earn $10 in a savings account from reading ten books. The social posts were created with Louis Prenaud (AD) and Aste Gutierrez (CW, CD). Below is an expanded version of the campaign beyond the scope of the initial project.


TD Bank: Read 10 Books, Get 10 Bucks

SOCIAL, OUT OF HOME, PRINT, UX/UI

INSIGHT

TD Bank's target audience is primarily adults.

IDEA

Involve humor and cuteness to capture the attention of TD's target audience.

EXECUTION

Use imagery of young children reading books far beyond their expected reading ability.

print

out of home

social posts


UX/UI

RESULTS

The social posts were approved and posted on the company's social media.

LEARNING OUTCOMES

I learned that a great deal of effort in choosing stock photography goes a long way--in this case, from the children's age range, background, and even book sizes.

Using Format