The World Cup has really stretched the creative thinking of agencies worldwide. An advertising tsunami has forced brands to think outside the square to be visible. Canadian bank, BMO, wanted its time in the sun. TBWA\Canada delivered, turning Toronto into a soccer celebration that includes hands-free ATMs dispensing fan gear through soccer gameplay; mobile “Deskshaw” rides featuring the BMO desk made famous in the brand’s campaigns; and a series of quirky social spots featuring The BMO Guy, played by actor and comedian, Lamorne Morris, and Canada Soccer star, Alphonso Davies.
In Quebec, Montreal actor, Noémie Yelle stars as the BMO employee.
“Canada hosting this tournament is a once-in-a-generation cultural moment, and we wanted BMO to show up in a way that felt as big and participatory as the event itself,” added Jeremiah McNama, executive creative director, TBWA. “The campaign was designed to bring soccer to the streets and every part of the city, transforming everyday moments into opportunities for fans to engage with the sport.”
While not an official tournament sponsor, BMO is both the Official Bank of Canada Soccer and the namesake of BMO Field, the Toronto stadium hosting matches throughout the tournament. The campaign is turning the city into a massive, people-powered celebration with its campaign designed to bring the sport to every major fan touchpoint across the city. It extends through transit hubs, streets, office towers, retail environments, public gathering spaces, and live fan experiences, using giant murals, station dominations, streetcar wraps, digital takeovers, contextual out-of-home, and large-scale installations designed to capture attention and spark participation.
“BMO has supported soccer in Canada for more than two decades, from grassroots programs to the professional level,” stated Catherine Roche, chief marketing and communications Officer at BMO. “As the Official and Exclusive Banking and Financial Services Partner of Canada Soccer, we saw this as an opportunity to show up for fans and for Canada’s Men’s National Team in a way that matched the scale and energy of this moment, creating experiences across the city that bring people closer to the game and to each other.”
Credits:
Client: BMO
Chief Marketing and Communications Officer: Catherine Roche
Chief Brand Officer: Jennifer Carli
Managing Director, Brand Advertising: Laura Amantea
Creative Agency: TBWA Canada
Chief Creative Officer: Nancy Crimi-Lamanna
Executive Creative Directors: Andrew MacPhee & Jeremiah McNama
Creative Director: Josh Haupert
Junior Copywriter: Maggie Matian
Junior Art Director: Haley Greene
Copywriter: An Trinh
Art Director: Shreyas Karambelkar
Sr Copywriter: Devin Brunn
Sr Broadcast Producer: Anne Marie Martignago
EVP, General Manager: Tracy Little
VP, Client Service Lead: Erin Howes
Account Supervisor: Amanda Valdes
Chief Strategy Officer: Shelley Brown
Senior Strategist: Clair Parker
Production Companies: Merchant & Smuggler
Executive Producers: Ian Webb & Farrah Khaled
Line Producer: Andrew Graham
Director: Benji Weinstein
Director of Photography: Bryan Newman
Editing: Saints
Editor: Aaron Dark
Assistant: George Abraham
EP: Emily McKay
Post Production House & Colour: Alter Ego
Post Producer: Jane Garrah
Colourists: Wade Odlum
Post Production House & VFX: Fort York
Post Producers: Erica Bourgault-Assaf & Katie Fowler
Music: OSO
Music Director: Daenen Bramberger
Producer: Lauren Dobbie
XM: XMC
Media Agency: UM
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