BMO Bank - "Financial Fairness"

FCB Canada

FCB Canada Toronto, Canada

Awards

6343

This ad is part of the ACT Responsible Collection

Brand: BMO Bank
Country: Canada

Advertiser: BMO

Title	Financial Fairness
Brief	Women grow up in a culture that tells them they are bad with money. They are constantly served the cultural narrative that women are reckless and incapable around finances. Is it any wonder that so many of them believe it? BMO has set out to fight gender bias in the financial system by addressing the root causes of women’s financial disempowerment.
Agency	FCB Canada
Campaign	Remove gender bias from dictionaries
Advertiser	BMO
Brand	BMO Bank
Posted	December 2020
Business Sector	Banking & Financial Services, Investments, Stock Brokers
Story	Women grow up in a culture that tells them they are bad with money. They are constantly served the cultural narrative that women are reckless and incapable around finances. Is it any wonder that so many of them believe it? BMO has set out to fight gender bias in the financial system by addressing the root causes of women’s financial disempowerment.
Problem	BMO has a strong track record of championing the advancement of women – from the bank’s long-standing support of women entrepreneurs, to achieving 40% female leadership within the bank itself. In an industry that’s traditionally run by men, for men, BMO stands out as a bank that invests in women. BMO has set out to fight gender bias in the financial system by addressing the root causes of women’s financial disempowerment.
Media Type	Digital
Production Company	Untitled Films
Editing Company	Rooster Post Production
Post Production	Alter Ego
Chief Creative Officer	Nancy Crimi-Lamanna
Chief Creative Officer	Jeff Hilts
Group Creative Director	Andrew McPhee
Group Creative Director	Jeremiah McNama
Associate Creative Director	Elma Karabegovic
Copywriter	Shannon McCarroll
Broadcast Producer	Anne Marie Martignago
Chief Strategy Officer	Shelley Brown
Account Planner	Eryn LeMesurier
Managing Director	Tracy Little
Group Account Director	Erin Howes
Account Director	Allison Lochhead
Account Supervisor	Ali Gayowski
Project Manager	Camille Vangroll
Director	Hubert Davis
Executive Producer	Peter Davis
Line Producer	Trudy Turner
Director of Photography (DOP)	Kiel Milligan
Editor	Michelle Czukar
Executive Producer	Samantha MacLaren
Colorist	Eric Whipp
Flame Artist	Darren Achim
Music	Apollo
Music Director	Daenen Bramberger
Music Composer	Daenen Bramberger
Executive Producer	Tom Hutch
Casting	Shasta Lutz
Casting	Jigsaw Casting
Media Agency	Um