td ameritrade
BRANDS | FINANCIAL SERVICES
A THREE-PART SERIES EXPLORING FUTURES TRADING THROUGH FOOD
Futures trading is often seen as complex and out of reach—something reserved for experts. A Taste of the Futures reframed that perception by drawing a connection between futures and another world shaped by intuition, precision, and prediction: food. Through a three-part interactive video series, TD Ameritrade explored how chefs and traders alike use data, instinct, and discipline to anticipate what comes next. Hosted by industry pioneers, the series broke down complex financial concepts through the lens of high-end dining, making futures feel more accessible and relevant.
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Grow the pool of elite traders and empowered investors by shifting the perception of futures trading. The challenge was to appeal to investors' intellect and show them that they already have the foundational skills to trade futures—overcoming the belief that the learning curve is too steep.
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Predicting the future is real. Thanks to the explosion of data and technology, we increasingly experience tomorrow today—especially in futures trading. The campaign explored this through another field where innovation meets intuition: experimental cuisine. By drawing parallels between the way top chefs use technology, psychology, and market forces to push food forward, the series helped investors see that they already possess the tools to navigate the futures market.
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A Taste of the Futures drove significant engagement, with over 1 million interactions across Facebook and Twitter and an average of 25K page views per episode—exceeding benchmarks by 200%. Viewers spent an average of 6 minutes 23 seconds per episode, triple the benchmark. The campaign also drove real results for TD Ameritrade, contributing to 10.6 million futures contracts traded (an 87% year-over-year increase) and 8,300 new futures accounts opened (up 74%). Recognized as a finalist in the 13th Annual Shorty Awards for Long Form Video, the campaign proved that futures trading doesn’t have to feel out of reach—it’s just a matter of perspective.
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