BMO’s AR Holiday Campaign Champions Underrepresented Businesses

Snapshot: BMO is reimagining the thrill of unwrapping gifts this holiday season with its new augmented reality (AR) campaign, "Unwrap the Good." Designed by FCB Canada, the interactive experience invites users to virtually "unwrap" any gift they see—at home, in stores, or even in holiday movies. Each unwrapped present reveals products from underrepresented businesses, paired with promo codes worth up to $15 to encourage purchases.

The campaign, now in its fourth year, extends BMO’s commitment to spotlighting and supporting underrepresented businesses during the holidays. This year’s iteration is bolstered by strategic ad placements near high-traffic areas like malls and partnerships with platforms like Canada’s CityTV, encouraging viewers to unwrap gifts seen in festive films.

Jennifer Carli, BMO’s head of brand, social, and sponsorships, emphasizes the bank’s dedication to creative, impactful initiatives. From wrapping paper-turned-ad-space to shoppable ornaments, BMO continues to integrate holiday traditions with opportunities for inclusivity and commerce. The AR experience was brought to life by Rose Digital, with media planning handled by UM Canada. 

Key Quote: “This campaign seizes on the potential of a wrapped gift, suggesting that any gift could, in fact, be from an underrepresented business." Caleb McMullen, Associate Creative Director, FCB Canada.

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