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BMO: Day of the Girl by FCB Canada

Agency: FCB Canada
Client: BMO
Date: Oct 2020
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As part of its longstanding commitment to empowering the female leaders of tomorrow, BMO has launched an online initiative to eliminate discriminatory language in dictionary definitions for terms such as “gold digger” and “shopaholic.”

Timed to coincide with the International Day of the Girl on Oct. 11, the social media campaign from FCB Canada is an evolution of “Jane’s Story”—an initiative timed for International Women’s Day in March that illustrated the subtle but pervasive obstacles women face when it comes to establishing financial independence.

BMO is urging consumers to take action through a Change.org petition aimed at eliminating gender bias in dictionary definitions that undermine women’s financial confidence and independence.

Credits

Creative Agency: FCB Canada

Chief Creative Officer: Nancy Crimi-Lamanna

Group Creative Director: Andrew McPhee & Jeremiah McNama

Associate Creative Director: Elma Karabegovic

Art Director: Hussein Rumaithi

Copywriter: Shannon McCarroll

Copywriter: Caleb McMullen

Broadcast Producer: Anne-Marie Martignago

Senior Producer: Adriana Laborde

Editor: John Garofalo

EVP, General Manager: Tracy Little

VP, Group Account Director: Erin Howes

Account Director: Allison Lochhead

Account Supervisor: Ali Gayowski

Chief Strategy Officer: Shelley Brown

VP, Strategy: 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

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