TD Fan Locker
Role: Product Manager / PM
Going into its 17th year sponsoring the Blue Jays, TD wanted to reconnect with the team’s emotionally-charged, national fanbase. So we took the bank’s fandom off the sidelines at Rogers Centre (where TD can’t be missed) and into the action.
On broadcast, the bank fanned out over outfielder George Springer — lending the star their iconic green chair for comfortable game day action, then grabbing enough autographs (or “practice signatures”) for the whole clubhouse.
For fans at Rogers Centre, we introduced an evolving, season-long activation: the TD Fan Locker.
Throughout the season, fans play rotating games, like skee-ball, for a chance to open a locker stocked with exclusive Blue Jays swag and signed collectables. Every touchpoint reinforced how TD makes banking feel easy and customers feel appreciated — all through their shared love of the Blue Jays.