“The BMO Effect” was designed to communicate BMO’s brand promise of being the bank with a human touch. To bring this to life, it worked with Wavemaker and FCB to create a weekly digital content series, called the “BMO Effect - Moment of the Race,” which highlighted unexpected and human moments (for example, when contestants helped other teams) during The Amazing Race Canada. The content was pushed on air, in social and online, with the brand also running program snipes that identified these “human moments” throughout the season. In addition, actual BMO employees were integrated into the show, with the staff delivering the brand’s human touch by giving racers unexpected heartfelt messages from their loved ones. The bank was also the first brand to have such a large brand integration in the final episode of the show, inviting racers to visit BMO’s first branch in Montreal to complete a gruelling task inside the bank’s secured vault.