BMO begins World Cup campaign
By Derek Winkler
BMO has begun a campaign called “BMO Women’s World Cup.” The campaign, developed by FCB Canada with media work by UM, features soccer player Julia Grosso and ties-in the BMO’s status as the official Canadian bank of the FIFA Women’s World Cup 2023. The campaign includes television, streaming service, online video and social media advertising. The creative depicts Grosso and a BMO banker conducting a series of soccer challenges, engaging with younger players and swapping jerseys.
“BMO is synonymous with soccer, and we wanted to show up for the Women’s World Cup in a big way,” said Jeremiah McNama, executive creative director at FCB Canada. “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.”