From hands-free ATMs to “Deskshaw” rides, the integrated campaign transforms Toronto into a celebration of soccer during a defining moment for the sport in Canada
As Toronto prepares to host the world’s biggest soccer tournament, TBWA\Canada and BMO are turning the city into a massive, people-powered celebration through a campaign designed to bring the sport to every major fan touchpoint across the city.
While not an official tournament sponsor, BMO occupies a highly visible role during the competition as both the Official Bank of Canada Soccer and the namesake of BMO Field, the Toronto stadium hosting matches throughout the tournament. The citywide campaign is designed to make that presence impossible to ignore and reinforces BMO as “The Bank of Soccer” during a defining moment in Canada.
Across Toronto, the campaign extends through transit hubs, streets, office towers, retail environments, public gathering spaces, and live fan experiences, using giant murals, station dominations, streetcar wraps, digital takeovers, contextual out-of-home, and large-scale installations designed to capture attention and spark participation.
Fans will experience hands-free ATMs that dispense fan gear through soccer gameplay, mobile “Deskshaw” rides featuring the BMO desk made famous in the brand’s campaigns, bringing the energy and fandom of the tournament into the heart of the city.
The campaign also features The BMO Guy, played by actor and comedian Lamorne Morris, alongside Canada Soccer star Alphonso Davies in a series of comedic spots and activations that blend soccer culture, fandom, and banking. In Quebec, Montreal actor Noémie Yelle stars as the BMO employee. The work spans national television, digital, social, and experiential channels.
“BMO has supported soccer in Canada for more than two decades, from grassroots programs to the professional level,” said Catherine Roche, Chief Marketing and Communications Officer at BMO. “As the Official and Exclusive Banking and Financial Services Partner of Canada Soccer, we saw this as an opportunity to show up for fans and for Canada’s Men’s National Team in a way that matched the scale and energy of this moment, creating experiences across the city that bring people closer to the game and to each other.”
“Canada hosting this tournament is a once-in-a-generation cultural moment, and we wanted BMO to show up in a way that felt as big and participatory as the event itself,” said Jeremiah McNama, Executive Creative Director, TBWA. “The campaign was designed to bring soccer to the streets and every part of the city, transforming everyday moments into opportunities for fans to engage with the sport.”
The work reinforces BMO’s long-standing investment in the growth of soccer in Canada while positioning the brand at the centre of one of the country’s biggest cultural moments in sport.
Credits:
Title: Grow The Game
Client: BMO
Chief Marketing and Communications Officer: Catherine Roche
Chief Brand Officer: Jennifer Carli
Managing Director, Brand Advertising: Laura Amantea
Director, Brand & Sponsorship Advertising: Danielle O’Hanley
Director, Brand & Sponsorship Advertising, Quebec: Melanie Miron
Senior Marketing Manager, Brand & Sponsorships Advertising: Alexandra Sherwin
Senior Marketing Consultant, Quebec: Karolyne Arsenault
Senior Marketing Manager: Jamie Wilush
Senior Manager, Public Relations: Kate Simandl
Marketing Manager, Brand & Sponsorships Advertising: Aidan Bonner
Creative Agency: TBWA Canada
Chief Creative Officer: Nancy Crimi-Lamanna
Executive Creative Director: Andrew MacPhee
Executive Creative Director: Jeremiah McNama
Creative Director: Josh Haupert
Junior Copywriter: Maggie Matian
Junior Art Director: Haley Greene
Copy Writer: An Trinh
Art Director: Shreyas Karambelkar
Sr. Copywriter: Devin Brunn
Sr. Broadcast Producer: Anne Marie Martignago
EVP, General Manager: Tracy Little
VP, Client Service Lead: Erin Howes
Account Supervisor: Amanda Valdes
Chief Strategy Officer: Shelley Brown
Senior Strategist: Clair Parker
Production Company: Merchant/Smuggler
Executive Producer: Ian Webb/Farrah Khaled
Line Producer: Andrew Graham
Director: Benji Weinstein
Director of Photography: Bryan Newman
Editorial: Saints
Editor: Aaron Dark
Assistant: George Abraham
Executive Producer: Emily McKay
Post Production House/Colour: Alter Ego
Post Producer: Jane Garrah
Colourists: Wade Odlum
Post Production House/VFX: Fort York
Post Producer: Erica Bourgault-Assaf/Katie Fowler
VFX Artists: Melissa Vasiliev/ Mike Bishop/Andrew Rolfe
Assistant: Josh Storm
Music: OSO
Music Director: Daenen Bramberger
Producer OSO: Lauren Dobbie
XM: XMC
Sr. Account Manager: Dasha Belova
Associate Vice-President: Caroline Anderson
Partner: Duncan Fraser
Media Agency: UM
Senior Director, Connections Planning: Marc-Andre Giasson
Director, Integrated Investments: Amanda Silva
Manager, Connections Planning: Rachel Fernandes
Supervisor, Connections Planning: Ben Graham
Director, Integrated Investments: Nancy Asselin
Director, Programmatic: Darcy Selke
Associate Director, Social: Cristian Garrido
Senior Buyer, Integrated Investments: Danish Khan
Deskshaw + ATM Build
BessBrand
Ether
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