Earth Month: TD CommonGround Project - 150+ green spaces ready to bring us together (1)

The TD CommonGround Project, a commitment by the bank to invest in more than 150 green spaces for Canada’s 150th birthday, takes a different approach to the benefits of green space, eschewing the environmental benefits, and instead focusing on the emotional benefits of providing spaces to bring people together, and how a brand is working to provide these.

Screened August 2017 | 88 general population brains | Cross-screen | Toronto, Canada | General Content Benchmarks

Screened August 2017 | 88 general population brains | Cross-screen | Toronto, Canada | General Content Benchmarks

What engages?

[0:00-0:05; 0:25-0:30 ]

  • TD Common Ground Project and opening notes to “The more we get together the happier we’ll be”

  • “Getting over 150 green spaces ready to bring Canadian together”

What fails to engage?

[Nothing]

  • While Encoding sits below benchmark for a good portion of this video, Attention and Connection remain above benchmark, with people engaged throughout, drawn in by the interspersed scenes of the female singer knitting together the notes from ‘The more we get together.’ A lift in encoding happens during the important moments for TD sharing the details of its initiative.


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