Gear Seven/Arc Studios/Shift
Wake The Town
Contemplative Reptile
  • International Edition
  • USA Edition
  • UK Edition
  • Australian Edition
  • Canadian Edition
  • Irish Edition
  • German Edition
  • French Edition
  • Singapore Edition
  • Spanish edition
  • Polish edition
  • Indian Edition
  • Middle East edition
  • South African Edition

Underfunded, Undervalued, Underestimated: BMO Tells the Stories of Women BIPOC Entrepreneurs


New campaign from FCB Canada shows how the brand is breaking barriers to financial inclusion for business owners

Underfunded, Undervalued, Underestimated: BMO Tells the Stories of Women BIPOC Entrepreneurs

FCB Canada has launched its 'Zero Barriers' campaign for BMO Financial Group which tell the stories of women BIPOC entrepreneurs who have found success in spite of societal barriers, biases and discrimination. The work highlights BMO’s investment in zero barriers to inclusion in the financial system.

Timed to celebrate International Women’s Day and expanding on a social content series that launched in recognition of Black History Month, 'Zero Barriers' shows the success of real women entrepreneurs from the BIPOC community. The stories celebrate the business owners’ strength and resilience while bringing awareness to the barriers that women of colour face in starting a business, from being undervalued to being underestimated.

The 'Zero Barriers' campaign includes the 'Barriers' video (one each for Canadian and US markets) which highlights the social issues and BMO’s commitment to change, as well as a documentary-style video and social content series called 'Barrier Breakers' that demonstrate these ideas in action through the stories of real BMO business clients.

Featured in 'Barrier Breakers', co-founders Kim Knight and Shanelle McKenzie of The Villij tell their story of the lack of visibility of women of colour in yoga studios and wellness spaces. ”During that time, when we first started in 2017, we didn’t see anyone like us,” said McKenzie “As first-time entrepreneurs, the barriers started almost immediately.” Knight added: “With the BMO grant, we are really able to build this platform – for not only women of colour in North America, but women of colour on a global scale.”

“The idea behind 'Zero Barriers' is to imagine how business owners could thrive if the barriers in their way were dismantled and removed from a system of bias and discrimination,” said Nancy Crimi-Lamanna, chief creative officer, FCB Canada. “They are succeeding despite these barriers, but they should be succeeding without them. More than ever consumers are engaged in dismantling inequity in their communities and they expect and demand that brands to do the right thing. BMO is committed to doing the right thing.”


Agency / Creative
Post Production / VFX
view more - Creative
Sign up to our newsletters and stay up to date with the best work and breaking ad news from around the world.

Genres: People

Categories: Finance, Banking

FCB Toronto, Mon, 08 Mar 2021 12:37:14 GMT