To leverage its longstanding partnerships with and support for soccer at grassroots and elite levels, the Bank of Montreal consolidated its community roots in the game with a new initiative called ‘The Grass of Greatness’.
The project focused on replanting the old pitch from BMO Field (the home stadium of MLS side Toronto FC) at Toronto’s (public) Keelesdale Park.
The grass on this pitch has championship pedigree as it was the field where Toronto FC won their sixth Canadian Championship and their first ever Supporters’ Shield, plus it was where Toronto FC brought home the MLS Cup in 2017 after beating out Seattle Sounders FC to become MLS Champions.
The idea behind the pitch move was to give Keelesdale Park neighbourhood kids access to and use of improved sports facilities and it also preserved an important part of Toronto’s championship heritage.
Playing on the same pitch as their footballer heroes offers inspiration for the next generation of players.
The initiative was promoted through a new television commercial developed with agency FCB Canada which shows just how the pitch at BMO Field was preserved, transported and replanted at Keelesdale Park.
This story is told through the lens of a young player reliving Toronto FC’s historic season and showcases the journey of how BMO brought the championship field to a new generation of soccer players.
“We know that community sports teach kids the value of teamwork and work ethic among other invaluable life lessons and skills,” says Catherine Roche, Global Head of Marketing and Strategy at BMO Financial Group.
“Which is why BMO strives to create soccer sponsorship programs that provide both access to sports and inspiration for youth participation. So when the pitch at Toronto FC’s home stadium, BMO Field, was due for replacement, BMO saw an opportunity to save the field by replanting it at Toronto’s Keelesdale Park. This field is an investment in the future of a vibrant community as well as another generation of aspiring athletes.”
The campaign was created for Bank of Montreal’s Global Head of Marketing & Strategy Catherine Roche, VP North American Brand & Enterprise Content Jennifer Carli, Director of Canadian Brand & Sponsorships Advertising Deny Soto, Advertising Manager Of Brand & Sponsorship Todd Bennie and Marketing Manager Of Brand & Sponsorship Advertising Geoff Hutchinson by FCB Canada.
The agency team included Chief Creative Officer Jeff Hilts, Group Creative Directors Jeremiah McNama and Andrew MacPhee, Senior Art Director Naeem Walji, Senior Copywriters Jason Soy and Brahm Finkelstein, Chief Strategy Officer Shelley Brown, Strategy Director Shelagh Hartford, VP & Managing Director (Account Tracy Little, Group Account Director Ravi Singh, Account Directors Kait Babin and Allison Lochhead, Account Supervisor Jillian Simmonds, VP Director of Integrated Production Stef Fabich, Broadcast Producers Dana Klyszejko, Sarah Michener and Anne Marie Martignago, Project Manager Elizabeth Lane and Director of Print Production Bruce Ellis.
The media agency was UM with Group Director Tim Davies, Senior Buyer Shadab Zaman, Director of Connection Planning Katey Gault and Connection Planner Clare McKellar.
The work was helmed by Director Jake Kovnat, Director (Field Footage) Ante Kovac, Director of Photography Evan Cinello and Director of Photography (Field Footage) Liam Benstead, with Executive Producer Liane Thomas, Editor Graham Chisholm, Assistant Editor Matthieu Belanger, Colourist Wade Odlum, Flame Artist James Andrew, Executive Producer Sam Simpson, with music and mix by Apollo Studios.
Links:
Bank of Montreal
https://www.youtube.com/user/BMOcommunity
https://www.facebook.com/BMOcommunity
https://www.linkedin.com/company/bank-of-montreal/
FCB Canada
Leave a comment
You must be logged in to post a comment.