BMO turns Pride symbolism into tangible support for the 2SLGBTQ+ community
This Pride Month, BMO is again inviting North Americans to “deposit” photos of rainbows on their custom web app at bmorainbowdeposits.com to support the 2SLGBTQ+ community. But there’s a twist to the campaign’s 2024 iteration.
Developed by creative agency FCB Toronto in partnership with UM Canada and Mediabrands Content Studio, the third year of the popular “Rainbow Deposits” campaign is adopting a guerilla-style media placement approach to maximize awareness of the campaign. The twist on media placements for this year’s campaign features “Rainbow Reminders” to turn other brands’ rainbow installations across the country into an opportunity to support the 2SLGBTQ+ community. Wild postings and walking billboards being worn at pride parades across Canada along with other non-traditional media placements have been strategically placed next to rainbow messages in Toronto and Montreal, each featuring a QR code that encourages consumers to make a rainbow deposit in the moment.
Running from June 1 to Aug 31, 2024, “BMO Rainbow Deposits” prompts people to “deposit” photos of any rainbow they see out in the world, or online using the dedicated Rainbow Deposits web app at BMORainbowDeposits.com. Turning all symbols of support into tangible contributions to the 2SLGBTQ+ community.
For every rainbow that is deposited, BMO will donate $1 (up to a maximum of $50,000) to Rainbow Railroad, a North American-based global organization dedicated to helping members of the 2SLGBTQ+ community escape violence and persecution.
Awareness for the campaign has been further amplified by a drone show at Toronto’s rainbow-lit CN Tower, an iconic staple of Price Month. Additional executions will engage audiences with photo opportunities at both the iconic TORONTO sign in Nathan Phillips Square and at STACKT Market. The campaign will also be supported by paid social, 2SLGBTQ+ influencer content, as well as a collab stream with BMO’s dedicated Twitch channel, BMO NXT LVL. Mediabrands Content Studio led all creator management and influencer support.
“At BMO, we’re committed to diversity and inclusion because we believe these values make us stronger and supporting the 2SLGBTQ+ community is a big part of this commitment,” said Jennifer Carli, BMO’s Head of North American Brand, Social Media and Sponsorships. “With BMO Rainbow Deposits, we’re taking all the rainbows that surround us during Pride Month and turning them into real, life-changing support for the 2SLGBTQ+ community.”
“The importance of this campaign and outcome doesn’t change, nor does our commitment to it,” said Coleman Mallery, Associate Creative Director at FCB Canada. “Year after year, we continue to build on it, to help make an even greater impact for the community.”
Rainbow Railroad is a non-profit organization that helps at-risk members of the 2SLGBTQ+ community find safety all over the world. Rainbow Railroad has received more than 3,800 requests for help in just the first half of 2024. To date, BMO has contributed $100,000 across two years of the BMO Rainbow Deposits campaign.
Credits
Campaign Title: Rainbow Deposits
url: BMORainbowDeposits.com
Client: BMO
Chief Marketing Officer: Catherine Roche
Head, Brand, Enterprise Social and Content: Jennifer Carli
Director, Brand Management & Enterprise Marketing: Mallory Fantham
Senior Marketing Manager, Enterprise Marketing & Content: Ivana Dillion
Marketing Manager, Brand & Sponsorship Advertising: Ann-Marie Beauchemin
Marketing Manager, Brand, Quebec: Camille Larose
Assistant Marketing Manager, Enterprise Marketing & Content: Aidan Bonner
Agency: FCB Canada
Chief Creative Officer: Nancy Crimi-Lamanna
Executive Creative Director: Jeremiah McNama
Executive Creative Director: Andrew MacPhee
Associate Creative Director, Writer: Coleman Mallory
Senior Art Director: Sanna Kula
Chief Strategy Officer: Shelley Brown
VP, Strategy Director: Mary Koerner
Senior Strategist: Ally Dwyer-Joyce
EVP, General Manager: Tracy Little
VP, Client Service Lead: Erin Howes
Group Account Director: Ali Gayowski
Account Supervisor: Caiti Murray
Account Executive: Amarah Ali
Account Director: Michael Watier
Account Executive: Isabelle Dion
Integrated Producer: Anastasia Gal
Media Agency: UM Canada
EVP, Client Business Partner: Ryan Hunter
Senior Director, Connections Planning: Sarah Sopik
Director, Connections Planning: Marc-Andre Giasson
Manager, Portfolio Management: Vidyaa Bhoopsingh
Media Assistant: Claudia Fernandes
Director, Social: Arturo Valenzuela
Account Manager, Social: Cristian Garrido
Influencer Outreach: Mediabrands Content Studio Canada
Associate Director, Content: Grace Austin
Manager, Content Strategist: Melissa Hoffman
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