2021 Winner
GoldIntegrated Web Campaign
SilverSocial Media
SilverOnline Film Single – Long-Form
BMO
"Financial Fairness"
FCB
"Financial Fairness"
FCB
For years, BMO has supported women by fighting gender bias in the financial system. Women have been culturally primed to believe they don’t have the knowledge to manage their financial decisions. In fact, 55% of female investors believe they know less than the average investor, compared to only 27% of male investors. To overcome this confidence gap, BMO worked with FCB on a campaign that tackled stereotypes such as “trophy wife” and “gold digger” and challenged a culture that tells women they are bad with money.
On International Women’s Day, BMO told the story of a woman’s lifelong experiences with negative stereotyping that eroded her confidence in the flm “Jane’s Story.” The video flipped the script, showing how people can #bankruptthebias. To create a lasting effect, the brand created a petition to remove gendered definitions from the dictionary. BMO’s campaign far exceeded its goals and drove positive brand favourability and engagement scores, while increasing the use of #BMOforWomen by 109%
compared to 2019.
On International Women’s Day, BMO told the story of a woman’s lifelong experiences with negative stereotyping that eroded her confidence in the flm “Jane’s Story.” The video flipped the script, showing how people can #bankruptthebias. To create a lasting effect, the brand created a petition to remove gendered definitions from the dictionary. BMO’s campaign far exceeded its goals and drove positive brand favourability and engagement scores, while increasing the use of #BMOforWomen by 109%
compared to 2019.
Credits
Client: BMOHead, Marketing and Strategy: Catherine Roche
VP North American Brand & Social Media: Jennifer Carli
Director, Brand Advertising: Shelley Johnsen
Manager, Brand Management & Enterprise Marketing: Kaleigh MacMaster
Creative Agency: FCB Canada
Chief Creative Officers: Nancy Crimi-Lamanna and Jeff Hilts
Group Creative Directors: Andrew MacPhee & Jeremiah McNama
Associate Creative Director: Elma Karabegovic
Copywriter: Shannon McCarroll
Broadcast Producer: Anne-Marie Martignago
EVP, General Manager: Tracy Little
VP, Group Account Director: Erin Howes
Account Director: Allison Lochhead
Account Supervisor: Ali Gayowski
Project Manager: Camille vanGroll
Chief Strategy Officer: Shelley Brown
Planning Director: Eryn LeMesurier
Production Company: Untitled Films
Director: Hubert Davis
Executive Producer: Peter Davis
Line Producer: Trudy Turner
DOP: Kiel Milligan
Editorial: Rooster Post Production
Editor: Michelle Czukar
Executive Producer: Samantha MacLaren
Post Production: Alter Ego
Colourist: Eric Whipp
Flame Artist: Darren Achim
Music: Apollo
Music Director/Composer - Apollo: Daenen Bramberger
Executive Producer - Apollo: Tom Hutch
Casting: Shasta Lutz, Jigsaw Casting
Media Agency: UM
VP Client Business Partner: Kate Mateer
Group Director: Tim Davies
Director, Connection Planning: Katey Gault
Account Manager: Rachel Pearson
Campaign Manager, Social: Alex Perkes
Director, Performance: Hailey Smith
Associate Director, Programmatic Strategy: Isaac Bunn
Senior Associate, Campaign Manager: Sai Dubakka