Insight
Buying a first home isn’t just a financial decision — it’s an emotional rite of passage, especially for Millennials facing market volatility, outdated financial education, and sky-high costs. But traditional financial content talks at them, not with them. First-time buyers weren’t looking for lectures — they needed translation, motivation, and a little levity.
Impact
We created an “Always On” social campaign that empowered young Canadians to take control of their financial futures.
- Part 1: The Financial Workout Plan — We reframed homeownership prep as a savings “training program,” breaking down confusing topics like amortization, down payments, and interest rates into bite-sized fitness-inspired goals, complete with “financial reps” and daily challenges.
- Part 2: Bold, Illustrated Wisdom — Inspired by vintage propaganda posters (minus the problematic tone), we launched a shareable series of stylized visuals offering straight talk, sharp tips, and simple truths — making complex home-buying steps feel not only doable but energizing.
Together, the campaign boosted engagement on the TD Money Lounge, increased shares and comments, and helped reposition TD as an approachable financial guide — not just a bank.