BMO resumes Rainbow Deposits campaign
By Derek Winkler
Toronto-based bank BMO has resumed an annual promotion called “Rainbow Deposits” to coincide with Pride Month. Developed by FCB Canada of Toronto, the campaign encourages consumers to submit photographs of rainbows to a website at <http://www.bmorainbowdeposits.com>. For each image submitted until Aug. 31, the company will donate one dollar to non-profit organization Rainbow Railroad. The promotion also includes street posters, signage at Canadian pride parades, and QR codes near public rainbow images in Montreal and Toronto, as well as social media content and influencer activities. Other participating agencies include UM Canada and Mediabrands Content Studio. This is the third year of the promotion.
“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.”