This holiday season, BMO answers the age-old question: “What’s inside the box?”
BMO’s Holiday Unwrapping Hack Promotes Gift Giving from Underrepresented Businesses
We shake them, we weigh them, and until we unwrap them, we wonder what’s inside. It’s the wonder and curiosity of a wrapped gift that BMO is tapping into with its latest holiday hack in support of underrepresented businesses.
In an easy-to-use AR experience, BMO welcomes holiday shoppers to unwrap every gift they see at home, in offices, in malls, in movies, and commercials. Every gift unwrapped reveals products from underrepresented businesses—each a great gift idea for someone on your list. With every unwrapped gift, shoppers will discover a new business and gift idea and a promo code up to fifteen dollars in value, courtesy of BMO, to buy the gift from their online store. Try it for yourself at AR.BMOUnwrapTheGood.com.
“Until it’s opened, a wrapped gift has the potential to be from anywhere,” explains FCB Canada’s Associate Creative Director, Caleb McMullen. “This campaign seizes on that potential, suggesting that any wrapped gift could, in fact, be from an underrepresented business.”
Even gifts in holiday movies can be unwrapped. That’s why BMO has partnered with Canada’s CityTV, to call on holiday movie watchers to unwrap every gift they see on screen, revealing the promo codes inside. The integrated campaign is also supported by a robust social and out-of-home media buy. With strategic ad placements near busy malls, promo codes for underrepresented businesses can even be revealed by unwrapping gifts in window and store displays.
Now, in its fourth year of tapping into holiday traditions in support of underrepresented businesses, BMO remains steadfast in its mission to show its support in new and innovative ways.
“From turning wrapping paper into free ad space, to creating shoppable ornaments, to rewriting lyrics in holiday songs that feature businesses and their products, BMO’s support for underrepresented businesses year over year has been unwavering”, says Jennifer Carli, Head of Brand, Social and Sponsorships, BMO. “This year is no different, as we introduce Unwrap the Good to create excitement and incentivize shopping from underrepresented businesses by putting their products front & centre during the holiday season.”
BMO’s Unwrap the Good campaign runs to December 31st. Learn more at ar.bmowrapthegood.com
FCB Canada handled strategy and creative. The AR experience was developed by Rose Digital, and media planning and buying were handled by UM Canada.
Credits
Campaign Title: BMO Unwrap the Good
Client: BMO
Chief Marketing Officer & Head, Social Impact: Catherine Roche
Head, Brand, Enterprise Social and Content: Jennifer Carli
Director, Brand Management and Enterprise Marketing & Content: Mallory Fantham
Senior Marketing Manager, Enterprise Marketing & Content: Ashley Hodges
Senior Marketing Manager, Brand & Sponsorship Advertising: Ann-Marie Beauchemin
Marketing Manager, Brand, Quebec: Camille Larose
Assistant Marketing Manager: Aidan Bonner
Creative Agency: FCB Canada
Chief Creative Officer: Nancy Crimi-Lamanna
EVP, Global Creative Partner: Danilo Boer
Executive Creative Directors: Andrew MacPhee & Jeremiah McNama
Associate Creative Directors: Caleb McMullen & Hussein Rumaithi
Art Director: Ethan Andrews
Copywriter: Jared Mason
Junior Art Director: Haley Greene
Junior Copywriter: Mason Boldt
EVP, General Manager: Tracy Little
VP, Client Service Lead: Erin Howes
Group Account Director: Ali Gayowski
Account Supervisor: Sophie Seidelin
Business Lead MTL: Michael Watier
Senior Project Lead MTL: Isabelle Dion
Translator MTL: Olivier Laplante
VP, Head of creative MTL: Sylvain Dufresne
Copywriter MTL: Marie-Christine Lessard
Art Director MTL : Leslie Castro
Producer MTL: Anick Rozon
Chief Strategy Officer: Shelley Brown
VP, Strategy Director: Mary Judges
Senior Strategist: Katy Holden
Post Production House: 456 Studios
Broadcast Producer: Steph Mattiussi
Post Producer: Devin Fields
Creative Editor: Rod Reano
VFX Artist: Andrew Hobbs
Production House: 456 Studios
VP, Director of Studio Production: Kendra Plantt
Sr. Integrated Producer: Anastasia Gal
Integrated Producer: Marco Gugliucciello
Production Lead: Jennifer Cachola
Studio Manager: Alex Zuniga
Studio Coordinator: Steph Springett
Sr. Production Artist: Dominic Pimpare
Sr. Production Artist: Jesse Smith
Sr. Production Artist: Kim Cheung-Quenneville
Sr. Digital Artist: Gasper Barone
Production Artist: Frankie Dooher
Production Artist: Aspenn Richards
Production Artist: Jason Abraham
Production Artist: Kitwa Lau
Production Artist: Mark Parenteau
Sr. Retoucher: Marcelle Faucher
Retoucher: Carly Bright
Sr. Proofreader: Sarah Melse
Proofreader/Translator: Olivier Laplante
AR: Rose Digital
Founder/President: Evan Rose
Associate Creative Director: Nicole Riemer
Director of Delivery: Frank Vidal
Director of Product: Patrick Foley
Senior Technical Project Manager: Savannah Sherman
Art Director: Jourdan Johnson
Associate Project Manager: Rebekah Diaz
Quality Assurance Engineer: Alina Oganyan
Front End Engineer: Pawel Maczka
3D Modeler: Mitchell Wierenga
Audio House: Grayson Matthews Audio
Audio Director: Lowell Sostomi
Senior Producer: Sharon Yokoyama
Sound Engineer: Eric Hulme
Audio House MTL: Lamajeure
Sound Engineer MTL: Jacob Gauthier-Robitaille
Media Agency: UM
EVP Client Business Partner: Ryan Hunter
Director, Connections Planning: Marc-André Giasson
Manager, Planning Portfolio Management: Vidyaa Bhoopsingh
Media Assistant: Claudia Fernandes
Social Associate Director: Arturo Valenzuela
Social Account Manager: Cristian Garrido
Manager, Content Strategy Talent & Influencer: Melissa Hoffman
Comments