BMO’s New FIFA Women’s World Cup Campaign Features Rising Canadian Soccer Star Julia Grosso
Julia Grosso kicks off a campaign for BMO, the Official Canadian Bank of the FIFA Women’s World Cup 2023™
BMO is showcasing one of Canada’s fast-rising soccer stars in its latest campaign celebrating its new role as the Official Canadian Bank of the FIFA Women’s World Cup 2023™, which is taking place in New Zealand and Australia beginning July 20.
The campaign is built around a series of TV, streaming, video and social spots featuring Canadian soccer star Julia Grosso, whose penalty-kick goal secured the gold medal for Canada at the 2020 Tokyo Olympics. BMO will complement the TV and video campaign with social posts on TikTok and Instagram featuring Grosso that will appear at key moments during the tournament.
The campaign reinforces BMO’s position as The Bank of Soccer and its longstanding commitment to the sport, including committing over $25M towards grassroots soccer over the past 17 years and partnerships with all three MLS soccer clubs in Canada. It has pledged to grow the game in Canada, with a particular emphasis on equity, and eliminating barriers to inclusion.
The ads feature Grosso alongside the BMO banker, the popular character played by former New Girl star Lamorne Morris. The spots feature Grosso engaging with Morris in a series of soccer challenges, such as keep-ups and penalty shots.
Other spots feature the BMO banker engaging with young players around some of the sport’s most popular rituals, including penalty shots and the traditional post-match jersey swap.
“BMO is committed to making progress through our commitments for a thriving economy, sustainable future, and inclusive society. Our purpose, to Boldly Grow the Good in business and life, inspires us to eliminate barriers to inclusion and drive equity in sport,” said Catherine Roche, Chief Marketing Officer at BMO. “We’re excited to feature the talents of Julia Grosso in our FIFA Women’s World Cup campaign as she inspires generations of players, leaders, and coaches to reach their full potential—on and off the field.”
“BMO is synonymous with soccer, and we wanted to show up for the Women’s World Cup in a big way,” adds Jeremiah McNama, Executive Creative Director at FCB Canada, the agency behind the campaign. “Instead of creating one big spot, we created dozens of content pieces that bring awareness to women’s game and to one its brightest stars.”
Credits:
Client: BMO
Campaign Title: BMO Women’s World Cup
Chief Marketing Officer: Catherine Roche
Head, Brand, Enterprise Social and Content: Jennifer Carli
VP, Managing Director, Brand: Michael Sanders
Senior Manager, Canadian Brand & Sponsorship Advertising: Danielle O’Hanley
Senior Manager, U.S. Brand & Sponsorship Advertising: Geoff Hutchinson
Assistant Brand Advertising Manager: Alix Shuparski
Brand Advertising Coordinator: Julia Malek
Creative Agency: FCB Canada
Chief Creative Officer: Nancy Crimi-Lamanna
Executive Creative Directors: Andrew MacPhee, Jeremiah McNama
Associate Creative Directors: Josh Haupert, Adam Tuck
Broadcast Producer: Anne Marie Martignago
EVP, General Manager: Tracy Little
VP, Client Service Lead: Erin Howes
Group Account Director: Ali Gayowski
Account Executive: Sophia R’Bibo
Chief Strategy Officer: Shelley Brown
Strategy Director: Mary Koerner
Senior Strategist: Ally Dwyer-Joyce
Production Company: Merchant Films
Executive Producer: Ian Webb
Line Producer: Andrew Graham
Director: Benji Weinstein
Director of Photography: Bryan Newman
Post Production: 456 Studios
Colourists: Conor Fisher
Post Production: Fort York
Post Producer: Pallavi Joshi-Firby
VFX Artist: Andrew Rolfe
Editorial: Saints
Producer: Emily Mckay
Editor: Brian Williams
Assistant: Corrine Grans-Wood
Music: OSO
Music Director: Daenen Bramberger
Producer OSO: Lauren Dobbie
Media Agency: UM
EVP Client Business Partner: Kate Mateer
VP Client Business Partner: Ryan Hunter
Manager, Connection Planning: Marc-André Giasson
Sr. Connection Planner: Carolyn Hughes
Connection Planner: Ben Graham
Social Associate Director: Arturo Valenzuela
Social Account Manager: Cristian Garrido
Social Campaign Manager: Sami Le
Social Campaign Manager: Gabrielle Lowe
Associate Director, Addressable Strategy: Darcy Selke
Associate, Addressable Strategy: Nature Kim
Senior Director, Integrated Investments: Boris Pancevic
Director, Integrated Investments: Nancy Asselin
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