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BMO Financial Group has 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 BMORainbowDeposits.com 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.
More information on BMO's Diversity, Equity and Inclusion commitments can be found here.
Campaign Title: Rainbow Deposits
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