Client: Bank of Montreal (BMO)
The Challenge
BMO sought to reinforce its commitment to diversity and inclusion while increasing engagement with its Pride campaign across Canada and the United States. The goal was to create a campaign that not only celebrated the LGBTQ+ community but also encouraged user participation and amplified visibility through social media.
The Solution
BMO launched the “Rainbow Deposits” campaign, now in its third year, leveraging an interactive web app that allows users to “deposit” pictures of rainbows at BMORainbowDeposits.com. Participants were encouraged to share their submissions on social media using the hashtag #BMOPride, fostering widespread engagement and promoting Pride-themed awareness while aligning with BMO’s values of inclusivity and community support.