Role: ACD, Art & Lead Designer

 

Every year, BMO runs a fundraising drive in conjunction with United Way. In past years, the fundraising and campaign audience has been exclusively employees. In 2022, they wanted to extend their reach and make the campaign more public-facing.

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Livewire was tasked with creating the campaign concept, creative, and executing the event itself.

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In order to inspire new lengths of giving, we focused on not only showing how the good of this event reaches beyond the walls of the bank, but also inspiring people to reach beyond their normal level of giving.

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Instead of focusing on Employee Ambassadors, as was done in previous years, we shifted the focus to show where their donations are going – demonstrating where and with whom BMO is living its purpose and growing the good.

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Advertisement Direction: We put together a style guide of the concept for BMO's creative team to conduct photoshoots and output assets to support the campaign online and internally.

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Photo Fame App: We built a web app so employees could show their pride and share how they reach beyond on social media.

 

The app had over 1,000 users and an equal number of posts on LinkedIn, Twitter, and Instagram – more engagement than BMO had in the last three years combined.

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The event itself was a success, with BMO raising $5 million over their original goal of $26 million.