BMO: New Campaign Shines the Light on Successful Women by FCB Canada

Agency: FCB Canada
Client: BMO
Date: Nov 2017
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We often hear about the lack of female leadership in business, whether in corporate boardrooms or entrepreneurial startups. While it’s true that the face of leadership is predominantly male, that isn’t the complete picture.

BMO is challenging Canadians to rethink ingrained biases with a new campaign that shines the light on successful women who are already excelling in their respective fields. The two new spots begin by outlining the successes and achievements of business owners like “Sam” or “Jamie”. The assumption is that these leaders are powerful men; at the end of each spot, “Sam” and “Jamie” are revealed to be women. Created by FCB Canada, the campaign creative was led by, created and produced by a predominantly female team, including the director and editor.

That attention extends beyond online videos and into the real world, as well. Launched in 2012, BMO’s ongoing Celebrating Women platform is a grassroots recognition program that brings attention to successful women in business and in the community across Canada. This year, to support the initiative, a Google Search campaign was launched to disrupt the male-dominated search results that come up for common leadership words like CEO, Boss, Entrepreneur, Chair or President. Instead of the usual results, honourees of the Celebrating Women initiative are brought to the top of the search page as a way to bring attention to their accomplishments.

The BMO Celebrating Women program recognizing women in the community is part of the greater BMO effort focused on supporting women business owners and women investors.


Campaign Title: Visibility

Client: BMO

Managing Director, Brand & Market Research: Jennifer Carli

Senior Advertising Manager: Shelley Johnsen

Marketing Specialist, Brand Governance & Merchandising: Kaleigh MacMaster

Creative Agency: FCB Canada

Chief Creative Officer: Nancy Crimi-Lamanna

Group Creative Director: Jeremiah McNama

Copywriter: Laura De Santis

Art Director: Tayler-Lee Resar-Teese

VP, Managing Director: Tracy Little

Group Account Director: Cynthia Roach

Account Supervisor: Allison Lochhead

Account Executive: Katherine Forester

Conseillère/Account Executive: Hélène Labrèche

Agency Producer: Christine Michalejko

Productrice: Anick Rozon

Project Manager: Lindsay Haan

Chief Strategy Officer: Shelley Brown

Senior Strategic Planner: Eryn LeMesurier

Strategist: Shelagh Hartford

Production Company: Someplace Nice

Executive Producer: Chilo Fletcher

Director: Nicole Dorsey

Director of Photography: Andy Ferreira

Line Producer: Jennifer Walker

Casting: Shasta Lutz, Jigsaw Casting

Editing House: Saints Editorial

Editor: Danica Pardo

Assistant Editor: Cameron Lasovich

Producer: Sara Windrim

Executive Producer: Tory Osler

Transfer Facility: Alter Ego

Colourist: Tricia Hagoriles

VFX Artist: Alexa Salsberg

Executive Producer: Hilda Pereira

Producer: Katie Methot

Audio: Apollo

Voice Director: Spencer Hall

Audio Engineer: Ethan Myers

Executive Producer: Tom Hutch

Cobra Golf: King 8 by Legwork

Added 20 July 2018
Agency: Legwork
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