For over 620,000 international students arriving in Canada in 2022, starting life in a new country can feel overwhelming. One of the first steps on their journey is choosing a bank, a decision tied to much more than just finances—it’s about finding stability, trust, and a sense of belonging in an unfamiliar place. The TD brand understood this emotional tension and created a campaign rooted in the universal experience of adapting to a new environment. The highlight was a heartwarming story of a student’s first Canadian winter, symbolized by the simple act of falling in love with their first winter jacket. This narrative reflected the deeper emotional journey of feeling at home, while TD offered practical banking solutions that made the transition smoother. Through this campaign, TD positioned itself as the bank that understands the emotional and practical needs of international students, offering both support and a warm welcome as they begin their Canadian adventure.