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BMO Financial Group Lets You Deposit Rainbows Like Cheques, Turning Every Rainbow into Action

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Pride campaign from FCB Canada sees BMO donating $1 to Rainbow Railroad for every rainbow deposited

BMO Financial Group Lets You Deposit Rainbows Like Cheques, Turning Every Rainbow into Action

Today, BMO Financial Group announced its new Pride campaign, inviting anyone in North America to “deposit rainbows” during Pride into BMO’s virtual Rainbow Deposit Box. At a time of year where rainbows are everywhere, the campaign aims to turn every rainbow into tangible action.

Similar to taking a picture of a cheque, BMO Rainbow Deposits enables users to make a “deposit” that benefits Rainbow Railroad—a non-profit committed to helping persecuted members of the 2SLGBTQ+ community. BMO will donate $1 for every rainbow deposited, whether taken from nature, captured on flags, or even from other brands.

“At Rainbow Railroad, we understand the importance of queer visibility around Pride. The BMO Rainbow Deposits campaign turns that visibility, through rainbows, into meaningful action by supporting Rainbow Railroad and creating real change for members of the 2SLGBTQ+ community around the world,” said Dane Bland, Director of Development & Communications at Rainbow Railroad. “The donations made possible by BMO and this campaign will help Rainbow Railroad respond to many members of the 2SLGBTQ + community reaching out to us for life-saving support. We're so grateful."

Anyone can participate in the campaign, regardless of where they do their banking, by using the BMO Rainbow Deposits web app. Simply visit on your phone, take a photo of any rainbow, and deposit it to make a difference. For every rainbow deposited up to 50,000, BMO will donate $1.

“BMO is a long-standing supporter of Pride, and our new Rainbow Deposits campaign is one of the ways we’re bringing our bank’s Purpose - to boldly grow the good - to life,” said Catherine Roche, Chief Marketing Officer, BMO Financial Group. “BMO Rainbow Deposits is a visible and engaging way of standing with the 2SLGBTQ+ community, enabling Pride supporters to turn any rainbow into the change they want to see.”

BMO is supporting “Rainbow Deposits” with a fully integrated North American marketing campaign from its agency partner FCB Canada, with a focus on key markets in Vancouver, Toronto, Montreal, and Chicago.

The campaign includes online video/social, supported by out-of-home, branch wraps and decals, and a partnership with local small businesses. BMO is also partnering with local drag queens and 2SLGBTQ+ identifying influencers to create online content to spread awareness and participation for the initiative.

“Rainbows are everywhere over Pride. They’re painted on faces, worn on shirts, plastered on billboards and storefronts. With Rainbow Deposits, BMO is turning every rainbow across the nation into a rainbow with purpose,” said Jeremiah McNama, executive creative director at FCB Toronto.

Rainbow Deposits is the latest in BMO’s longstanding commitment to the 2SLGBTQ+ community, which includes more than two decades of Pride sponsorship. It recently became the first Canadian financial institution to offer Mastercard’s True Name™ feature—which enables transgender and non-binary Canadians to display their chosen name on their card.

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Campaign Title: Rainbow Deposits

Client: BMO

Head, Brand, Enterprise Social and Content: Jennifer Carli

Director, Brand Management & Enterprise Marketing: Jennifer Larson

Senior Manager, Enterprise Marketing & Social Impact Content: Danielle O’Hanley

Marketing Manager, Brand & Sponsorship Advertising: Ann-Marie Beauchemin

Agency: FCB Canada

EVP, General Manager: Tracy Little

VP, Client Service Lead: Erin Howes

Account Director: Leore Davids

Account Supervisor: Lauryn Richards

Account Director: Michael Watier

Account Executive: Élizabeth Breault

Chief Strategy Officer: Shelley Brown

Strategy Director: Stephanie Gyles

Chief Creative Officer: Nancy Crimi-Lamanna

Executive Creative Director: Jeremiah McNama

Executive Creative Director: Andrew MacPhee

Copywriter: Caleb McMullen

Art Director: Hussein Rumaithi

Copywriter: Marie-Christine Lessard & Olivier Laplante

Broadcast Producer: Tania Overholt

Integrated Producer: Anastasia Gal

Production Company: Fuelcontent

Offline Production: Married to Giants

Editor: Nick Yumul

Assistant Editor: Parnika Raj

Executive Producer: Tanja Harney

Online Production: I Am Static

Executive Producer: Cathy Jefferies

Sound Design & Mix: Oso Audio

Creative Director: Daenen Bramberger

Assistant Engineer: Omid Geadizadeh

Executive Producer: Hannah Graham

Producer: Lauren Dobbie

Media Agency: UM Canada

Manager, Connection Planning: Marc-Andre Giasson

Director, Connection Planning: Fahmida Islam

Senior Planner, Connection Planning: Carolyn Hughes

Senior Manager, Portfolio Management: Lauren Klehammer

Influencer Outreach: REPRISE Canada

Associate Director, Social: Shannon Stone

Campaign Manager, Social: Sami Le

Creative Strategist: Darrell Evans

Content Manager: Annelie Gutgesell

Categories: Banking, Finance

FCB Toronto, Wed, 01 Jun 2022 13:54:00 GMT