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Creative

Underfunded, Undervalued, Underestimated: BMO Tells the Stories of Women BIPOC Entrepreneurs

New campaign from FCB Canada shows how the brand is breaking barriers to financial inclusion for business owners

Underfunded, Undervalued, Underestimated: BMO Tells the Stories of Women BIPOC Entrepreneurs

FCB Canada has launched its 'Zero Barriers' campaign for BMO Financial Group which tell the stories of women BIPOC entrepreneurs who have found success in spite of societal barriers, biases and discrimination. The work highlights BMO’s investment in zero barriers to inclusion in the financial system.

Timed to celebrate International Women’s Day and expanding on a social content series that launched in recognition of Black History Month, 'Zero Barriers' shows the success of real women entrepreneurs from the BIPOC community. The stories celebrate the business owners’ strength and resilience while bringing awareness to the barriers that women of colour face in starting a business, from being undervalued to being underestimated.

The 'Zero Barriers' campaign includes the 'Barriers' video (one each for Canadian and US markets) which highlights the social issues and BMO’s commitment to change, as well as a documentary-style video and social content series called 'Barrier Breakers' that demonstrate these ideas in action through the stories of real BMO business clients.

Featured in 'Barrier Breakers', co-founders Kim Knight and Shanelle McKenzie of The Villij tell their story of the lack of visibility of women of colour in yoga studios and wellness spaces. ”During that time, when we first started in 2017, we didn’t see anyone like us,” said McKenzie “As first-time entrepreneurs, the barriers started almost immediately.” Knight added: “With the BMO grant, we are really able to build this platform – for not only women of colour in North America, but women of colour on a global scale.”

“The idea behind 'Zero Barriers' is to imagine how business owners could thrive if the barriers in their way were dismantled and removed from a system of bias and discrimination,” said Nancy Crimi-Lamanna, chief creative officer, FCB Canada. “They are succeeding despite these barriers, but they should be succeeding without them. More than ever consumers are engaged in dismantling inequity in their communities and they expect and demand that brands to do the right thing. BMO is committed to doing the right thing.”

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Credits

Client: BMO

Chief Marketing Officer & Head, Social Impact: Catherine Roche

VP North American Brand & Social Media: Jennifer Carli

Director, Brand Advertising: Shelley Johnsen

Senior Marketing Manager, Brand Advertising: Kaleigh MacMaster

Marketing Manager, Brand Advertising, Quebec: Ann-Marie Beauchemin

Creative Agency: FCB Canada

Chief Creative Officer: Nancy Crimi-Lamanna

Group Creative Director: Andrew McPhee & Jeremiah McNama

VP, Creative Director, FCB Montreal: Sylvain Dufresne

Associate Creative Director: Elma Karabegovic

Senior Copywriter: Shannon McCarroll

Art Director, FCB Montreal: Sébastien Robillard

Copywriter, FCB Montreal: Étienne Soucy

Broadcast Producer: Anne Marie Martignago

Director: Scott Drucker

EVP, General Manager: Tracy Little

VP, Group Account Director: Erin Howes

Group Account Director, FCB Montreal: Julie Simon

Account Director: Allison Lochhead

Account Director, FCB Montreal: Krystelle Ruest

Account Supervisor: Ali Gayowski

Chief Strategy Officer: Shelley Brown

VP, Strategy: Eryn LeMesurier

Director, Strategy, FCB Montreal: Maryse Sauvé

Title: The Villij Barrier Breakers

Production Company: Fuel Content

Director: Scott Druker

Director of Photography: Ashley Iris Gill

Line Producer: Dan Montgomery

Editorial: The Editorial Factory

Editor: John Evans

Executive Producer: Siobhann Quinn

Post Production House: Alter Ego

Colourist: Andrew Ross

Flame Artist: Sebastan Boros

Music: OSO

Music Director: Daenen Bramberger

Producer OSO: Lauren Dobbie

Title: Barriers, Stock Spot

Editorial: Married to Giants

Editor: Raj Ramnauth

EP: Julie Axel

Post Production House: Alter Ego

Colourist: Wade Odlum

Flame Artist: Darren Achim

Animation: Rob Fischer

Music: OSO

Music Director/Composer, Original Track: Daenen Bramberger

Producer OSO: Lauren Dobbie

Media Agency: UM

VP Client Business Partner: Kate Mateer

Group Director: Tim Davies

Director, Connection Planning: Katey Gault

Connection Planner, CAN: Carolyn Hughes

Manager, Portfolio Management, U.S.: Lauren Klehammer

VP, Group Account Director, UM Montreal: Sebastien Houle

Connection Planner, UM Montreal: Eloise Bissonnette

Account Manager: Renee Tulk

Director, Performance: Alana Diehl

Associate Director, Addressable Strategy: Olesya Zinovieva

Senior Campaign Manager: Sai Dubakka

Category: Banking , Finance

Genre: People