BMO Turns Toronto Into a City-Wide Soccer Activation

BMO and TBWA\Canada have launched a citywide campaign across Toronto for the World Cup, designed to make the bank's presence felt across every major fan touchpoint in the city without holding official tournament sponsorship.

As the Official and Exclusive Banking and Financial Services Partner of Canada Soccer and the namesake of BMO Field, which is hosting matches throughout the tournament, BMO has built its activation around city infrastructure rather than stadium access.

The campaign spans transit hubs, office towers, streets, retail environments, and public gathering spaces, using giant murals, station dominations, streetcar wraps, digital takeovers, and large-scale installations. Two experiential elements stand out: hands-free ATMs that dispense fan gear through soccer gameplay, and mobile Deskshaw rides bringing the BMO desk made famous in the brand's advertising into live fan environments across the city.

Actor and comedian Lamorne Morris returns as The BMO Guy alongside Canada Soccer star Alphonso Davies in a series of comedic spots and activations running across national television, digital, social, and experiential channels. In Quebec, Montreal actor Noémie Yelle plays the BMO employee role.

On the heels of a recent viral film campaign, this campaign spans more than two decades of BMO investment in Canadian soccer, from grassroots programs to the professional level, and positions the brand at the centre of what the bank describes as a once-in-a-generation cultural moment for sport in Canada.