2020 Winner

CASE SUMMARY

The Montreal Impact planned to change its jersey for the 2019 season, making previous iterations less relevant to die-hard fans who like sporting the latest design. As a premier sponsor of the Montreal soccer team, BMO offered those fans the chance to exchange any jersey from the last 25 years, no matter its condition, for a new one. The thousands of old jerseys were then collected and transformed by local craftsmen into nets that were installed on soccer fields in underprivileged neighbourhoods. The initiative supported more than 20,000 young players, boosted favourability for BMO by 40%, and generated more than 14 million impressions for the brand through coverage in sports and news media.

Credits

Sylvain Dufresne, VP, Direction de création, FCB Montréal
Sébastien Robillard, Directeur artistique, FCB Montréal
Joël Letarte, Concepteur-rédacteur FCB Montréal
Renée-Maude Dostie, Direction de compte, FCB Montréal
Julie Simon, Direction de compte, FCB Montréal
Krystelle Ruest, Direction de compte, FCB Montréal
Paul-André House, Gestion de projets, FCB Montréal
Marie-Nathalie Poirier, Stratégie, FCB Montréal
Audraine Houel, Stratégie, FCB Montréal
Anick Rozon, Production, FCB Montréal
Geneviève Cabana-Proulx, Production, SOMA
Le GED, Réalisation, SOMA
John Londono, Direction photo
Maxime Dumont, Montage, SOMA
Érik Gagnon, Montage, Rodeo FX
Marilou Marchand, coordination de projet, Rodeo FX
Jacob Gauthier-Robitaille, Son et ingénierie, Lamajeure
Christian Tremblay, Photographie
Sébastien Houle, Stratégie média, UM Montréal
Claudia Martin, Relations publiques, Agence FDM