BRIEF
Bring back TD Music Fridays, a bi-monthly concert series showcasing established and emergaing artists, for it’s third year with a fresh look and vibe that suits it’s new space in the West Wing Waiting Room of Toronto’s Union Station.
EXECUTION
Use TD Bank’s iconic green chairs to set the stage for artists who will be performing live acoustically in the marble-glass waiting room. The intimate concert series emulates a similar feel of MTV’s Unplugged and NPR’s Tiny Desk Sessions.
WAYFINDING
Branded guitar picks on mic stands, floor vinyls, and column wraps will drive foot traffic towards the show from other parts of Union Station.
OOH
We made use of digital columns throughout the lower concourse to drive awareness.
TACTICAL EXTENSION
A curated Spotify playlist combining all of our bands past and present who have performed at TD Music Fridays. The album and playlist was updated monthly, growing with each performance. It promoted the artists and the event through social and digital channels — keeping the music on all month long.
It was supported by OOH promotion on the back of the stage and on the digital pillars on the lower concourse of the station.
art director: JC Pinheiro
copywriter: Josh Shendel
creative director: Phil Sylver
agency: Diamond
client: TD Bank