BMO breaks Grow The Game campaign
By Derek Winkler
BMO has begun a soccer-themed advertising campaign in Toronto called “Grow The Game.” The campaign is timed to coincide with the start of the 2026 FIFA World Cup, of which Toronto is a host city. Developed by TBWA Canada with media work by UM, the initiative includes television and online video advertising, murals, transit advertising, digital out-of-home ads and other installations in office towers, retail environments and public gathering spaces. Physical elements include “Hands-Free ATMs” that dispense fan merchandise through a soccer-themed game, and a “BMO DeskShaw” consisting of a rickshaw resembling a desk. BMO is not a sponsor of the tournament, but is the naming rightsholder of BMO Field, the stadium where the Toronto games will take place.
“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 of 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.”