Who: BMO Canada and FCB Canada, with media by UM and music by Apollo Studios.
What: “The Grass of Greatness,” a new ad showcasing BMO’s commitment to local communities by arranging for the old turf at Toronto’s BMO Field, home of Toronto FC, to be replanted at a soccer field in the city’s Keelesdale Park.
When & Where: The campaign debuted today and runs on TV through the end of the TFC season.
Why: The initiative underscores BMOs longstanding association with soccer at both the grassroots and professional levels, and how those partnerships have helped it establish connections in the communities it serves.
“This field is an investment in the future of a vibrant community as well as another generation of aspiring athletes,” said Catherine Roche, global head of marketing and strategy at BMO Financial Group, in a release.
Community sports have the ability to teach kids the value of teamwork and work ethic, she said, while playing on the same surface as their heroes can further inspire young athletes.
How: The extended ad documents how BMO arranged for the turf at BMO Field to be replanted at the city-owned soccer facility when it was due for replacement. The spot also showcases how BMO helped preserve an important part of the city’s championship heritage. Toronto FC captured the 2017 MLS Cup, their sixth Canadian championship and first ever Supporters’ Shield on that very same grass in a single historic season.
And we quote: “The stadium lights. The championship banners. The thunderous crowds. Every young athlete dreams of playing on the same arena ice, basketball court and soccer pitch as their heroes. BMO turned that dream into a reality for youth soccer players” —Jeff Hilts, chief creative officer, FCB Canada.