It's time to Bank Human, again.

• Position: Branding

Reader's Guide

The "Idea Bank" showcases outstanding examples of advertising and other marketing campaigns from financial institutions of all sizes and locations. The names of all advertising and communications agencies are included where appropriate.

Institution: TD Bank, Portland, Maine

Asset size: $188 billion

Earlier this year, the bank launched an integrated multimedia campaign focusing on the bank's service and convenience. The campaign casts a spotlight on bank customers and employees.

Six, 30-second lighthearted television spots showed a customer struggling with a pen too-tightly chained to the desk, a bank closing as a small-business customer tries to make after-work deposits, and consumers "interacting" with robotic automated tellers at faceless financial institutions. The ads then declare it is time to "Bank Human, Again," revealing the customer experience offered by TD Bank--from free customer coin counting and the longest banking hours to instant-issue debit cards, and even, free unchained pens.

The campaign included elements in broadcast, print and digital:

* Television: Television ads aired during prime-time...