TD Switches on 10,000 Ideas at Union Station with ‘Innovation Lights’ Holiday Campaign

TD Bank has launched its holiday season campaign activation, ‘Innovation Lights' in Union Station — designed as a demonstration of TD’s deep commitment to innovating in ways that make every day better for Canadians.

‘Innovation Lights’ is a structure made of LED lights with 10,000 individual twinkles, representing the 10,000 ideas from TD employees that the company has implemented to improve clients’ banking experiences — leading to over 48 million customer interactions improved.

When visitors stand in front of / below the glowing structure, the movement of their arms triggers different orchestral sections to play — pulsing and dancing in real time to reflect the energy and rhythm of each movement, the volume of each section increasing and decreasing accordingly, but always remaining in harmony.

The activation has three stages of triggered by the presence (or absence) of visitors: Passive twinkling, lights that follow individuals as they walk under it, and then ‘orchestra mode’ when someone stands on the platform to engage the activation.

The interactivity is meant to demonstrate how TD's point-of-view on, and approach to innovation, is to always be built around the needs and behaviours of Canadians, building solutions that are responsive to their daily lives, with the goal of making each day better and brighter for them.

This vibrant campaign is live from Nov. 27-Jan 4, with social assets going live on Dec. 12 and OLV on Dec. 23 — including a mix of content showcasing the activation and what it represents by linking to tangible TD Innovations that have improved customers’ lives. Read more here.