Above MVXD Examples: • LCBO Coolers • SKYY Vodka Blue Alley • Slice Big Brother Slop Truck • Aperol Summer Spritz • Appleton Reward Your Spirit  • Lucky Charms Pride • Trojan Pride • Dell Try+Fly • Sensodyne 25ft Tooth • RedBull Crashed Ice Niagara Falls • TD Thanks You, 'The Talking ATM' - Automated Thanking Machine...
XD | Design & Transmit - Internal Communications

"Experiential communication strategies activate the deepest transmissions, as a well designed 'experience' has the power to internalize information as emotion, which in-turn will affect behaviour." - Mark vanderVoet IIIV

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For the last 10 years, Mark has been exploring and studying the power of XD - Experience Design ::: from Social Experiments to Branded Stunts ::: from Corporate Events to Community Architecture ::: from Environment Design to Spatial Therapy ...

Mark's passion for transmitting deep-rooted communications by experience awoke while working for a Marketing Agency in Japan, back in 2008 - when explaining to an employer that "internal experience is an international language." /// However, Mark's fascination for speaking through design (without linguistics) began with Art & History, when analyzing the extremely complex depth of symbolistic communications found in classic works like: Hans Holbien's 'the Ambassadors'.

Since then: MV has had the opportunity, through various marketing projects, to feed his curiosity and further study - The Human Experience.

(Note: Mark was the Creative Lead in Experience Design for TD Bank from 2011-16.)

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10 years ago it needed to be explained that, "Experience Design and/or Experiential Marketing is more than an external interaction." >>> Today it is understood that an internal experience can be designed. Now that's getting it deep. ;p 


MV-XD ::: TD Bank Examples Below

MV TD XD - Above Examples: • TD Thanks You ATM (Automated Thanking Machine) • TD Pop-Up Parks • TD Keep the Music Going • TD Music MX • TD Music Café • TD Forest of Ideas • TD New to Canada • TD Pride • TD Back to School • TD Thanks You 2 - Then and Now • TD Future Architecture & Spatial-x • TD Union Station • Etc...

Long term objective: Make TD the Human-Experience Bank.

There is no substitute for experience.

From 2011 ~ 2016, MV (@ agency Diamond) helped evolve TD's brand into one of human-experience. His team creatively and experientially activated XD Communications in: Diversity, Pride, Environment, Back to School, Music, New to Canada, Retirement, Travel, Black History, Sports, etc... and created long-term 'legacy programs' for the bank, of which they still activate to date. 

For TD Mark also ::: Transformed Union Station pillars into comfortable TD Comfort Spots ::: Visualized the Future Design of their Flagship Branches ::: And made Tremendous World Headlines (CNN, NBC, FOX, Forbes, etc...) by creating 1:1 human interactions at the most unlikeliest/un-human place - 'a banking machine'.

During MV's creative lead time at Diamond they earned of over 50+ industry awards in categories like: Experiential, Integrated, Community, Environment, Engagement, Social Media, Content, Digital/Interactive, Advertising, Innovative Media, etc… from organization like: Digi, Shorty, Epica, Effie, Summit, Promo, MAAW, CMA, Midas, Strategy, etc… For clients like TD Bank, Canadian Tire and Lucky Charms.
TD Thanks You - Talking ATM ::: 2014
Multi Award Winner - Including CMA's "BEST OF THE BEST”
TD Thanks You 2 - Then & Now ::: 2015
Multi Award Winner
TD Keep the Music Going - XM Experiment ::: 2012
TD Community Song - XM National Version ::: 2012
*Experiential Design has the ability to 'imprint' - brand a message onto a moment, deep into participants memories, and can speak internally when these moments are designed towards emotions /// User faced a fear with Brand-X... User helped someone with Brand-Y... User felt peace with Brand-Z... /// It has been said that XD drives the most successful marketing strategies, because - experience is the foundation of all human-understandings, as everything we know is off a collection of human-experiences, that we or others have have experienced.
::: IIIV XD :::

From transforming a dingy alley into a Legendary Celebrity Venue for SKYY vodka, to getting oodles of people lining up to eat ’SLOP' (a gross punishment food) for Slice TV, or making an ATM comically come to life across Canada for TD... Over the years, with relentless passion, Mark has helped redefine Experiential Marketing for his clients and co-workers, by fully bending traditional XM opportunities into 'XD' Experiences - deep-rooted, meaningful, unforgettable moments of inspiration, well worth sharing.

In short: If you want to be a Hero Brand, no matter what the medium (Print to Architecture), your core objective should always be (at every touch point) to [DESIGN] - Positive, Transformative, Transcendent, Inspiring Experiences. Because, nobody wants to be influenced. They want to be inspired.