Project Description



TD challenged us to create their first ever integrated Indigenous campaign. To become the bank of choice among First Nations, Inuit and Métis Peoples, TD had to first get on the consideration list.

So many have awoken to the truth behind the legacy of residential schools as generations suffered through the most unthinkable atrocities. Yet through strength and resilience, First Nations, Métis and Inuit Peoples, are “Standing Proud” today.

The challenge was to help guide TD in their journey to dismantle barriers among the many Indigenous Peoples who feel an inherent distrust in Corporate Canada’s institutional framework.


Our process for TD began with listening. This included the engagement of numerous focus groups comprised of diverse members from First Nations, Inuit and Métis communities across the country, including remote and Northern territories. We also consulted with community leaders and Elders to ensure their voices were included in the narrative.

We knew that TD’s journey of Reconciliation begins with Truth. So, we created the “Standing Proud” campaign which leveraged the insight that adversity does not build character, it reveals it. We didn’t dwell on adversity (Truth), but rather used it to provide context and act as a springboard to honour our ways of living – past, present, and future. The result is a celebration of culture, heritage storytelling, and strength of character through resilience.

Representation matters, so we ensured that Indigenous Peoples from across Canada were front and centre. Including a diverse cast of First Nations, Inuit and Métis Peoples, BOOM itself, Executive Producer, Director, several crew members, and a JUNO award-winning music artist. Not only did we want to feature a full Indigenous, we wanted community to feel represented and appreciated.

One of the most important roles was the narrator. It was important that it was someone with lived-experience, someone who could speak with sincerity and authenticity. Louis Lapatak of Saddle Lake Cree Nation, an Elder and Residential school survivor, narrated this shared story of humanity for the TV, online videos and social media components.

“Standing Proud” Behind the Scenes – Toronto and Kettle & Stony Point First Nation

The 60 and 30 second Television spots set the foundation. We integrated web, 15 second social media, online video, and digital banners to help extend reach and capture the audience at multiple touchpoints. We also ran radio on targeted urban and rural stations leveraging prominent programming and culturally relevant content to engage listeners. Paid media spanned National broadcast as well as geo-targeted regional communities through local Indigenous media partners, and cultural channels including presence on YouTube’s prominent pow wow channels.


Paid Media drove strong performance, garnering a reach of 1.4M and 7.5M impressions. We saw a 45% click through rate and in YouTube alone, we reached 2.38 million unique users. The highest view thru rate, surpassed benchmarks by 93% leading to an astounding increase in web traffic of 1025%.