{"id":82596,"date":"2026-06-10T17:49:53","date_gmt":"2026-06-10T17:49:53","guid":{"rendered":"https:\/\/www.europesays.com\/canada\/82596\/"},"modified":"2026-06-10T17:49:53","modified_gmt":"2026-06-10T17:49:53","slug":"bmo-and-tbwacanada-turn-toronto-into-a-city-wide-celebration-of-soccer","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/canada\/82596\/","title":{"rendered":"BMO and TBWA\\Canada Turn Toronto into a City-Wide Celebration of Soccer"},"content":{"rendered":"

Toronto \u2014 June 10, 2026 \u2014 As Toronto prepares to host the world\u2019s biggest soccer tournament,\u00a0TBWA\\Canada\u00a0and\u00a0BMO\u00a0are turning the city into a massive, people-powered celebration through a campaign designed to bring the sport to every major fan touchpoint across the city.<\/p>\n

While not an official tournament sponsor,\u00a0BMO occupies a highly visible role during the competition as both the Official Bank of Canada Soccer\u00a0and\u00a0the namesake of BMO Field, the Toronto stadium hosting matches throughout the tournament. The citywide campaign is designed to make that presence impossible to ignore and reinforces\u00a0BMO as \u201cThe Bank of Soccer\u201d\u00a0during a defining moment in Canada.<\/p>\n

Across Toronto, the campaign extends through transit hubs, streets, office towers, retail environments, public gathering spaces, and live fan experiences, using giant murals, station dominations, streetcar wraps, digital takeovers, contextual out-of-home, and large-scale installations designed to capture attention and spark participation.<\/p>\n

Fans will experience\u00a0hands-free ATMs\u00a0that dispense fan gear through soccer gameplay,\u00a0mobile \u201cDeskshaw\u201d rides featuring the BMO desk made famous in the brand\u2019s campaigns, bringing the energy and fandom of the tournament into the heart of the city.<\/p>\n

The campaign also features\u00a0The BMO Guy, played by actor and comedian\u00a0Lamorne Morris, alongside Canada Soccer star Alphonso Davies\u00a0in a series of comedic spots and activations that blend soccer culture, fandom, and banking. In Quebec, Montreal actor No\u00e9mie Yelle stars as the BMO employee. The work spans national television, digital, social, and experiential channels.\u00a0
View all the spots here<\/a>.<\/p>\n

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\u201cBMO has supported soccer in Canada for more than two decades, from grassroots programs to the professional level,\u201d said\u00a0Catherine Roche, Chief Marketing and Communications Officer at BMO. \u201cAs the Official and Exclusive Banking and Financial Services Partner of Canada Soccer, we saw this as an opportunity to show up for fans and for Canada\u2019s Men\u2019s National Team in a way that matched the scale and energy of this moment, creating experiences across the city that bring people closer to the game and to each other.\u201d<\/p>\n

\u201cCanada hosting this tournament is a once-in-a-generation cultural moment, and we wanted BMO to show up in a way that felt as big and participatory as the event itself,\u201d said\u00a0Jeremiah McNama, Executive Creative Director, TBWA. \u201cThe campaign was designed to bring soccer to the streets and every part of the city, transforming everyday moments into opportunities for fans to engage with the sport.\u201d<\/p>\n

The work reinforces BMO\u2019s long-standing investment in the growth of soccer in Canada while positioning the brand at the centre of one of the country\u2019s biggest cultural moments in sport.<\/p>\n

Credits:
Title: Grow The Game
Client: BMO
Chief Marketing and Communications Officer: Catherine Roche
Chief Brand Officer: Jennifer Carli
Managing Director, Brand Advertising: Laura Amantea \u00a0
Director, Brand & Sponsorship Advertising: Danielle O\u2019Hanley
Director, Brand & Sponsorship Advertising, Quebec: Melanie Miron
Senior Marketing Manager, Brand & Sponsorships Advertising: Alexandra Sherwin \u00a0
Senior Marketing Consultant, Quebec: Karolyne Arsenault
Senior Marketing Manager: Jamie Wilush
Senior Manager, Public Relations: Kate Simandl
Marketing Manager, Brand & Sponsorships Advertising: Aidan Bonner \u00a0
\u00a0
Creative Agency: TBWA Canada\u00a0\u00a0
Chief Creative Officer: Nancy Crimi-Lamanna
Executive Creative Director: Andrew MacPhee \u00a0
Executive Creative Director: Jeremiah McNama
Creative Director: Josh Haupert
Junior Copywriter: Maggie Matian
Junior Art Director: Haley Greene
Copy Writer: An Trinh
Art Director: Shreyas Karambelkar
Sr. Copywriter: Devin Brunn \u00a0
Sr. Broadcast Producer: Anne Marie Martignago \u00a0
EVP, General Manager: Tracy Little
VP, Client Service Lead: Erin Howes
Account Supervisor: Amanda Valdes \u00a0
Chief Strategy Officer: Shelley Brown
Senior Strategist: Clair Parker \u00a0
\u00a0
Production Company: Merchant\/Smuggler
Executive Producer: Ian Webb\/Farrah Khaled
Line Producer: Andrew Graham
Director: Benji Weinstein
Director of Photography: Bryan Newman
\u00a0
Editorial: Saints
Editor: Aaron Dark
Assistant: George Abraham
EP: Emily McKay
\u00a0
Post Production House\/Colour: Alter Ego
Post Producer: Jane Garrah
Colourists: Wade Odlum
\u00a0
Post Production House\/VFX: Fort York
Post Producer: Erica Bourgault-Assaf\/Katie Fowler
VFX Artists: Melissa Vasiliev\/ Mike Bishop\/Andrew Rolfe
Assistant: Josh Storm
\u00a0
Music: OSO
Music Director: \u00a0Daenen Bramberger \u00a0
Producer OSO: \u00a0Lauren Dobbie<\/p>\n

XM: XMC
Sr. Account Manager: Dasha Belova
Associate Vice-President: Caroline Anderson
Partner: Duncan Fraser
\u00a0
Media Agency: UM
Senior Director, Connections Planning: Marc-Andre Giasson
Integrated Investments: Amanda Silva, Director
Manager, Connections Planning: Rachel Fernandes
Supervisor, Connections Planning: Ben Graham
Director, Integrated Investments: Nancy Asselin
Director, Programmatic: Darcy Selke
Associate Director, Social: Cristian Garrido
Senior Buyer, Integrated Investments: Danish Khan
\u00a0
Deskshaw + ATM Build
BessBrand
Ether<\/p>\n","protected":false},"excerpt":{"rendered":"Toronto \u2014 June 10, 2026 \u2014 As Toronto prepares to host the world\u2019s biggest soccer tournament,\u00a0TBWA\\Canada\u00a0and\u00a0BMO\u00a0are turning the…\n","protected":false},"author":2,"featured_media":82597,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[21285,205,32416,32417,48],"class_list":["post-82596","post","type-post","status-publish","format-standard","has-post-thumbnail","category-toronto","tag-bmo","tag-soccer","tag-tbwa","tag-tbwacanada","tag-toronto"],"_links":{"self":[{"href":"https:\/\/www.europesays.com\/canada\/wp-json\/wp\/v2\/posts\/82596","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/canada\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/canada\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/canada\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/canada\/wp-json\/wp\/v2\/comments?post=82596"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/canada\/wp-json\/wp\/v2\/posts\/82596\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/canada\/wp-json\/wp\/v2\/media\/82597"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/canada\/wp-json\/wp\/v2\/media?parent=82596"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/canada\/wp-json\/wp\/v2\/categories?post=82596"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/canada\/wp-json\/wp\/v2\/tags?post=82596"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}