Toronto based creative agency, The Garden, has launched a new campaign for TMX Group shows the future through a female lens and turns traditional business cliches on their head.
Toronto-based creative shop The Garden (Tell America it’s Great) has created a new global marketing campaign for TMX Group, who offers access to Canada’s capital markets through the country’s biggest ecosystem of exchanges including Toronto Stock Exchange, Montreal Exchange, Venture Exchange.
The new brand campaign, “The Future is Yours to See,” highlights how the business world is changing. From artificial intelligence to self-driving cars to data-driven insights and predictions, the future is unfolding right before our eyes. The campaign demonstrates TMX’s understanding of that future, and positions them as an innovative, technology-driven organization that can help companies and entrepreneurs realize their visions and define their own futures.
“With TMX's strong belief in the importance of gender equality and leadership in the workplace, and given the current business climate that continues to struggle with female representation, we felt it was important to ensure that a forward-looking campaign showed the future through an inclusive lens,” says Shari Walczak, Co-Founder of The Garden. “This was directly reflected in both our launch video as well as one of our hero OOH executions.”
The overall writing tone in the OOH was intended to take traditional business cliches and turn them on their head, signalling the end of the “old way” of doing things and offering a fresh perspective on where the world of business is going.
"The team at The Garden have been invaluable partners in helping to define TMX Group’s new brand vision and develop a truly differentiated marketing approach that resonates with our diverse clients and stakeholders," says Alison Simpson, SVP Marketing & Brand for TMX Group. "Right from the RFP process, it was clear The Garden is unique amongst their peers. Their highly collaborative and thoughtful approach, combined with the caliber of their strategic and creative talents and ability to go beyond advertising to develop powerful marketing solutions is impressive. I'm very proud of the work we've done together and look forward to a successful long-term partnership."
Campaign Title: “The Future is Yours to See”
Client: TMX Group
Alison Simpson - Senior Vice President Marketing, Communications & Brand
Agency: The Garden
Creative Director: Shane Ogilvie
Strategy Director: Shari Walczak
Strategists: Darla Miazdyck, Sarah Phillips
Art Director: Grant Cleland
Copywriters: Sean Atkinson, Erin Beaupre
Project Cultivator: Jessica Lax
Design Director: Omar Morson
Designer: Adriana Mahalean
Director of Visual Media: Jamie Morren
Print Producer: Kari Macknight Dearborn
Broadcast Producer: Melanie Lambertsen
Editor: Brett Erina
Post House: The Vanity
Audio House: Pirate Radio & Television
Director, Composer: Chris Tait
Sound Engineer: Keith Ohman
Producer: Lauren Davies
Media: Wills & co