BMO is mixing up the ways it engages with stakeholders for its Pride Month-related cause.

“BMO Rainbow Deposits” prompts people to spot and snap pictures of any rainbow they see out in the world or online, and then deposit the photos using its dedicated Rainbow Deposits web app, all in support of the 2SLGBTQ+ community.

This year marks the third iteration of the campaign, and the brand is now adopting a guerilla-style media placement approach to maximize awareness.

In a twist, BMO’s “Rainbow Reminders” turn other brands’ rainbow installations across the country into an opportunity to support the 2SLGBTQ+ community. Wild postings and walking billboards being worn at pride parades across Canada, along with other non-traditional media placements, have been strategically placed next to rainbow messages in Toronto and Montreal, each featuring a QR code that encourages consumers to make a rainbow deposit in the moment.

For every rainbow that is deposited, BMO will donate $1 (up to a maximum of $50,000) to Rainbow Railroad, a global organization dedicated to helping members of the 2SLGBTQ+ community escape violence and persecution. To date, BMO has contributed $100,000 across two years of the BMO Rainbow Deposits campaign.

“At BMO, we’re committed to diversity and inclusion because we believe these values make us stronger and supporting the 2SLGBTQ+ community is a big part of this commitment,” says Jennifer Carli, BMO’s head of North American brand, social media and sponsorships.

Awareness for the campaign has been further amplified by a drone show at Toronto’s rainbow-lit CN Tower, a staple of Pride Month. Additional executions will engage audiences with photo opportunities at both the Toronto sign in Nathan Phillips Square and at Stackt Market.

“The importance of this campaign and outcome doesn’t change, nor does our commitment to it,” said Coleman Mallery, associate creative director at agency partner, FCB Canada, who tells strategy the campaign is about showing up where consumers and rainbows are to get noticed and create the behaviour of depositing rainbows.

Mallery explains that the agency’s commitment to its values is of utmost importance, and that it continues to think of ways to optimize the experience year after year.

“Every year we show a continued commitment to Pride and inclusion overall, this year is no different,” Mallery says. “What is different is that this campaign has run for multiple years now and so the way we communicate it [and] get consumers attention needed to evolve to different channels.”

The campaign, running until Aug 31, 2024, will also be supported by paid social and 2SLGBTQ+ influencer content. There is also a collaborative stream with BMO’s dedicated Twitch channel BMO NXT LVL, featuring Canada’s Drag Race star JuiceBoxx.

“Many brands have yet to break the gaming space, but our focus isn’t on other brands [or] categories, but rather how we can focus on our audiences and what matters to them,” Mallery notes.

Mediabrands Content Studio led all creator management and influencer support, UM Canada is behind the buy.