Who: BMO Financial Group, with FCB for strategy and creative, production by Fuelcontent and I Am Static, post- production by Married to Giants, and OSO Audio for sound, with UM Canada for media and Reprise Canada for influencer.
What: “BMO Rainbow Deposits,” a Pride campaign inviting people to take photos of any rainbow and “deposit” the pictures with BMO, which in turn leads to a $1 donation (up to $50,000) to Rainbow Railroad, an organization that helps LGBTQ+ individuals escape countries where it is illegal to be gay.
When & Where: The campaign launched June 1 for Pride Month, running across online video, social and out-of-home, with a focus on key markets of Montreal, Toronto, Chicago and Vancouver.
Why: Rainbows popping up everywhere for the next month, and BMO wanted to demonstrate its support for Pride by turning them into “tangible action.” BMO has long been a supporter of Pride, and this campaign reinforces the bank’s brand purpose to “boldly grow the good life,” said Catherine Roche, chief marketing officer, BMO Financial Group, in a release introducing the campaign.
“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,” said Roche.
How: Anyone can deposit a rainbow by visiting BMORainbowDeposits.com. The site explains the program, shares locations of where rainbows were photographed, and additional information about how BMO supports the 2SLGBTQ+ community.
To introduce the program, FCB created an advertising campaign featuring a video with a montage of different rainbows in various locations. “Turn a symbol of pride into a symbol of action,” reads the accompanying super.
Aside from the video, there is also out-of-home creative, branch wraps and decals, and BMO is partnering with drag queens and 2SLGBTQ+ identifying inﬂuencers to create online content.
“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.
And we quote: “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.” —Dane Bland, director of development and communications, Rainbow Railroad