BMO: Day of the Girl by FCB Canada
- Location:
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
