2018 Winner
Bank of Montreal
He to She
FCB Canada
SilverProducts and Services - Best in Finance and Services
Women now control 51% of all wealth and 40% are primary breadwinners for their household, so connecting with them is key for the Bank of Montreal. To reach and inspire women age 30 to 54, FCB made female leaders more visible. The campaign launched with a series of videos that highlighted male-dominated industries where a woman was excelling as a leader. They ran on Facebook and Instagram to increase the under-representation of female leadership into women’s feeds. The campaign then targeted Google Images, where every month there are approximately 34,000 Google searches around leadership. The agency also bought the 100 most common search terms related to leadership and replaced the male images that immediately came up with those of female leaders. The campaign drove a 40% increase in brand consideration among the target audience, doubling the goal of 20%.
Credits
Client: BMO
Client Supervision Name & Title:
Jennifer Carli - Managing Director, Brand & Market Research
Shelley Johnsen - Senior Advertising Manager
Kaleigh MacMaster - Marketing Specialist, Brand Governance & Merchandising
Campaign Title: He to She
Agency Credits
Creative
Chief Creative Officer: Nancy Crimi-Lamanna & Jeff Hilts
Group Creative Director: Jeremiah McNama
Copywriter: Laura De Santis
Art Director: Tayler-Lee Resar-Teese
Account Management
VP, Managing Director: Tracy Little
Group Account Director: Cynthia Roach
Account Supervisor: Allison Lochhead
Account Executive: Katherine Forester
Conseillère/Account Executive: Hélène Labrèche
Agency Producer: Christine Michalejko
Productrice: Anick Rozon
Project Management
Project Manager: Lindsay Hann
Strategy
Chief Strategy Officer: Shelley Brown
Senior Strategic Planner: Eryn LeMesurier
Strategist: Shelagh Hartford
Production Credits
Production Company: Someplace Nice
Executive Producer: Chilo Fletcher
Director: Nicole Dorsey
DOP: Andy Ferreira
Line Producer: Jennifer Walker
Casting: Jigsaw Casting, Shasta Lutz
Editing House: Saints Editorial
Editor: Danica Pardo
Assistant: Cameron Lasovich
Producer: Sara Windrim
Executive Producer: Tory Osler
Transfer Facility: Alter Ego
Colourist: Tricia Hagoriles
VFX Artist: Alexa Salsberg
Executive Producer: Hilda Pereira
Producer: Katie Methot
Audio: Apollo
Voice Director: Spencer Hall
Audio Engineer: Ethan Myers
Executive Producer: Tom Hutch