Mediaboss Marketing

Told through the eyes of a woman named Jane, the campaign consists of a series of vignettes that depict Jane in various stereotypical scenes showcasing how women are often treated as if they are bad with money. The ending shows Jane trying to understand and manage her finances after her husbands death and feeling overwhelmed, reinforcing that when society tells girls they are bad with money, they grow up believing it.

While many banks talk about the gender disparities in the finance industry, they rarely address the bias that causes this inequality, said FCB Canada Co-Chief Creative Officer Nancy Crimi-Lamanna. Were proud to be creative partners with BMO to take a stand to promote financial confidence for women.

BMO is a longtime supporter of the advancement of women:In 2018, BMO announced its commitment to advancing $3 billion in capital to women-owned businesses across Canada. Since making this commitment, BMOs women-led small business clients have grown by almost 10 per cent.

In 2019, BMO became the first bank in Canada to sign the UN Womens Empowerment Principles which offer guidance on how to promote gender equality and womens empowerment in the workplace, marketplace and community. BMO Celebrating Women has recognized 170 women in communities across North America for their achievements in business growth and philanthropy and community involvement. Women make up over 41 per cent of BMOs senior leadership positions in North America.

Directed by Academy Award-nominated documentary film director Hubert Davis, the spot will run in Canada and the U.S. with paid digital media focused in Toronto and Chicago.

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BMO and FCB champion women to take control of their financial lives - Shots