Creative & Art Direction
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BMO Harris Bank

Marketing & Social

As loyal fans of the Chicago Blackhawks and St. Louis Blues, BMO Harris Bank wanted to reward fellow fans by helping turn them into even bigger fans. We scoured the internet, found thousands of fans and narrowed it down to a handful in each market. Then we turned their team loyalty into stories that fueled our campaign.

 
 

BMO Harris Bank

As loyal fans of the Chicago Blackhawks and St. Louis Blues, BMO Harris Bank wanted to reward fellow fans by helping turn them into even bigger fans. We scoured the internet, found thousands of fans and narrowed it down to a handful in each market. Then we turned their team loyalty into stories that fueled our campaign.

 

 
 

 

Print and out-of-home ads celebrated our fans and told their unique stories while social channels documented their stories through video. Each story showcased the love and passion each fan had for their team — and how BMO Harris Bank used surprising moments and unexpected twists to help them become even bigger fans.

 

 
 

See how we gave one Chicago Blackhawk fan the ultimate graduation gift

 
 

Watch how we surprised one St. Louis Blues fan and her entire second grade class

 
 

See how we surprised one Chicago Blackhawk fan with an unforgettable backyard party

 
 

 

In the end, our videos and posts received more than 2 million views and over 10,000 likes in the short window of time we ran the promotion. The BMO Harris Bank Biggest Fan promotion was one of the smallest produced and most successful programs the brand had done — driving awareness and building stronger brand affinity for BMO Harris Bank.

 

 
 
 

BMO Harris Bank
NHL Biggest Fan Promotion

Client: BMO Harris Bank
Agency: VML
Roles: Creative Direction, Concept Development & Social Strategy
Photographer: JT Andexler
Production Company: Daily Planet
Director: Michael Gabriele

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