What it had to solve
TD is a proud, longtime sponsor of Canada's team; spring training in Dunedin, Florida marks the start of the journey back to October.
The idea
A mobile billboard that plays real audio of Toronto fans chanting 'Let's go Blue Jays' through Dunedin's streets on opening day — the ballpark, exported.
How it works
The billboard rolled through Dunedin on spring training opening day blasting chants captured at the playoff games, illuminated with 'October starts in spring'; digital billboards and in-stadium signage extended the message throughout spring training.
What it did
No results reported; the activation delivered on opening day and extended across OOH through spring training.
Background
In March 2026, TD Bank brought the cheers of Toronto Blue Jays fans from Canada directly to the team's spring training in Dunedin, Florida. A mobile 'chanting' billboard rolled through Dunedin on opening day, blasting audio captured from the playoff games of real fans chanting 'Let's go Blue Jays' — turning the streets into an extension of the ballpark.
The billboard carried the message 'October starts in spring': spring training marks a new beginning, but the drive back to the playoffs never stopped. Out-of-home placements including digital billboards and in-stadium signage extended the message throughout spring training.
'The Blue Jays took fans on an unforgettable run last season. Spring training was the perfect moment for TD to keep that excitement alive by literally bringing fans' cheers to the team,' said Noah Feferman, creative director at agency Leo. TD's Michael Armstrong framed the sponsor's role: 'Our passion for supporting the Blue Jays runs deep.'
Why it lands
The medium is the message: actual playoff chant audio, not a slogan about fan support, delivered to the players' doorstep.
'October starts in spring' ties a spring-training moment to the season-long arc — a sponsor thinking in seasons, not spots.
It extends a postseason high into the offseason lull, when sports attention is hardest to hold.
What you can take
Sponsorship earns its keep by moving something scarce: real fan chants became the message a billboard could carry to the team's door.
Since then
The billboard rolled through Dunedin on opening day (reported 2 March 2026), with OOH extensions through spring training. No results were reported.
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