Canadian financial giant BMO activated around its tie-up with the Canada Women’s National Soccer Team – overseen by the Canadian Soccer Association (CSA) – through an integrated ‘Grow The Game’ campaign fronted by star midfielder Julia Grosso which sought to build support for the side during FIFA’s 2023 Women’s World Cup and reinforce the banking brand’s position as ‘The Bank of Soccer’, promote its longstanding commitment to the sport and its pledge to grow the game in Canada with an emphasis on equity and eliminating barriers to inclusion.
The player-fronted, multi-channel campaign – created by agency FCB Canada – saw BMO celebrate its role as the Official Canadian Bank of the FIFA Women’s World Cup 2023 through a tournament hosted by Australia and New Zealand from 20 July to 20 August.
BMO athlete ambassador Grosso, who plays for Serie A Femminile club Juventus FC, rose to near national hero status when she scored the title-winning penalty kick at the 2020 Summer Olympics – winning Canada its first ever football gold medal
The campaign spans a set of TV, streaming, video and social spots supported by key footballing moment social posts on TikTok and Instagram most of which feature Grosso, boost the bank’s football credentials both as a supporter of the elite game through the CSA sponsorship, its partnership with Canada’s three MLS clubs and its $25m commitment to grassroots soccer over the past 17 years.
The creative executions feature Grosso alongside the ‘BMO Banker’ – a brand character played by actor and former New Girl star Lamorne Morris – and young players. The spots see Grosso engaging with Morris in a series of soccer challenges such as keepy-uppys, penalties and jersey swaps.
The spots rolled out from 20 July following the anchor 30-second ad titled ‘Tradition: #BMOGrowTheGame’
The video series is backed by tournament and game related social content, as well as a women’s football panel debate all linked by the hashtag #BMOGrowTheGame.
“BMO is committed to making progress through our commitments for a thriving economy, sustainable future, and inclusive society. Our purpose, to Boldly Grow the Good in business and life, inspires us to eliminate barriers to inclusion and drive equity in sport,” said BMO CMO Catherine Roche. “We’re excited to feature the talents of Julia Grosso in our FIFA Women’s World Cup campaign as she inspires generations of players, leaders, and coaches to reach their full potential – on and off the field.”
“BMO is synonymous with soccer, and we wanted to show up for the Women’s World Cup in a big way,” added FCB Canada ECD Jeremiah McNama. “Instead of creating one big spot, we created dozens of content pieces that bring awareness to women’s game and to one its brightest stars.”
The campaign was briefed in by a team at client BMO which included Chief Marketing Officer Catherine Roche, Brand Director Jennifer Carli, Managing Director Michael Sanders, Managers Danielle O’Hanley and Geoff Hutchinson, plus Brand Manager Alix Shuparski and Coordinator Julia Malek.
The team working on the project at creative agency FCB Canada included Chief Creative Officer Nancy Crimi-Lamanna, Executive Creative Directors Andrew MacPhee and Jeremiah McNama, Associate Creative Directors Josh Haupert and Adam Tuck, Broadcast Producer Anne Marie Martignago, General Manager Tracy Little, Head Of Client Services Erin Howes, Account Director Ali Gayowski, Account Executive Sophia R’bibo, Chief Strategy Officer Shelley Brown, Strategy Director Mary Koerner and Strategist Ally Dwyer-Joyce.
Media was by UM where the team included Client Directors Kate Mateer and Ryan Hunter, Media Planners Marc-André Giasson, Carolyn Hughes and Ben Graham, Associate Director Arturo Valenzuela, Account Manager Cristian Garrido, Campaign Managers Sami Le and Gabrielle Lowe, Strategy Director Darcy Selke and Strategist Nature Kim.
Production was run by Merchant Films with Executive Producer Ian Webb, Line Producer Andrew Graham, Director Benji Weinstein and Director Of Photography Bryan Newman.
Post production and VFX was by 456 Studios and Fort York, editorial was handled by Saints and music and sound by Oso.
Comment
While other women’s national teams have established nicknames – thinks of the Lionesses and the Matildas – it seems surprising that nothing has quite stuck for Canada: the side are sporadically and variously known as the Reds, Maple Leafs, Northern Girls, Snow Birds and Canucks. But the side is certainly strong and a serious contender and thus makes a solid partner for an established banking brand like BMO.
BMO has established a strong reputation for supporting soccer in Canada: it’s activity spans its CSA partnership, sponsorship of MLS sides Toronto FC, CF Montreal and Vancouver Whitecaps FC, plus of the Calgary Stampede and the North American Indigenous Games.
Like many of its other sports partnerships and marketing, the work is primarily built around BMO’s commitment to the nation and to promoting a healthy and active lifestyle through sport.
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