Unseen Billboards

Client: TD Bank

Only 3% of the internet is accessible to people with disabilities, leaving millions excluded from everyday digital experiences, including financial services, where complexity often outweighs empathy. Recognizing this gap, TD Bank launched the TD Accessibility Adapter (TDAA), a free online tool designed to support people with disabilities as they browse the web. The challenge, however, was awareness: how do you reach audiences who are consistently overlooked by traditional mass media?

To shift perceptions and demonstrate genuine inclusion, brand, media, and creative united behind a singular ambition, tailor a mass channel specifically to those it typically excludes. The result was the “Invisible Billboard,” a Canadian media-first out-of-home execution visible only to colourblind individuals, created in collaboration with colourblind artist Paul Scott Canavan. Installed in Distillery District, the activation transformed a high-traffic cultural space into a powerful statement on visibility and belonging. The campaign extended across Meta and TikTok through partnerships with colourblind creators, amplifying the message beyond the physical installation. By turning exclusion into innovation, TD positioned itself as a leader in accessibility, proving that true inclusion requires reimagining not just what we say, but how and who we reach.