BMO Rainbow Deposits

Brand Activation Campaign

2022

FCB , Toronto, ON

Chief Creative Officer: Nancy Crimi-Lamanna Executive Creative Director: Jeremiah McNama, Andrew MacPhee Sr. Copywriter: Caleb McMullen, Ariel Riske Sr. Art Director: Hussein Rumaithi Associate Creative Director: Nimy Leshinski Group Creative Director: Les Soos Sr. Art Director: JP De Leon, Adam Tuck Copywriter: Marie-Christine Lessard Translator: Olivier Laplante EVP, General Manager: Tracy Little VP, Managing Director: Tim Welsh VP, Client Services Lead: Erin Howes Account Director: Leore Davids, Ali Gayowski, Michael Watier Account Supervisor: Lauryn Richards, Sophia R'Bibo Account Executive: Elizabeth Breault Chief Strategy Officer: Shelley Brown Strategy Director: Stephanie Gyles Sr. Strategist: Ally Dwyer-Joyce Broadcast Producer: Tania Overholt Integrated Producer: Anastasia Gal, Daniel Rankin Production House: Fuelcontent Online Production: I Am Static Creative Director: Ron Gervais, Dave Greene VFX and 3D Artist: Dave Greene, Steven Hollman, Chris Crozier Composer: Steven Hollman Art Director: Steven Hollman VFX Compositor: Rob Del Ciancio Compositor: Julia Deakin Executive Producer: Cathy Jefferies, Hannah Graham Post-Production House: Married to Giants Editor: Nick Yumul Assistant Editor: Parnika Raj Executive Producer: Tanja Harney Audio House: Oso Audio Creative Director: Daenen Bramberger Assistant Engineer: Omid Geadizadeh Media Agency: UM Canada Manager, Connection Planning: Marc-Andre Giasson Producer: Lauren Dobbie Director, Connection Planning: Fahmida Islam Sr. Planner, Connection Planning: Carolyn Hughes Sr. Manager, Portfolio Management: Lauren Klehammer Influencer Outreach: REPRISE Canada Campaign Manager, Social: Sami Le Associate Director, Social: Shannon Stone Creative Strategist: Darrell Evans PR Agency: Glossy Inc. PR: Shannon Stephaniuk 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

Winning Entry: bmorainbowdeposits.com

BMO Rainbow Deposits turned the ubiquitous rainbows seen during Pride Month into a symbol of action for the 2SLGBTQ+ community. Each rainbow deposited on the campaign's first-of-its-kind web-app donated $1 to the Rainbow Railroad. 32,674 rainbows were deposited in the first month of the campaign across 612 cities, from over 312 different brands.