UM and BMO make the brand’s presence impossible to ignore during World Cup 2026 with “Grow the Game,” a multi-channel campaign spanning national television, digital, social, and experiential platforms. The hero spot features Lamorne Morris, BMO’s dedicated spokesperson, quipping that “They call me the Alphonso Davies of banking” alongside Canada Soccer captain Davies. Noémie Yelle
Category: Campaign
UM and Boston Pizza bring back the wildly successful “High Tea for Dads” experience for Father’s Day. Last year’s inaugural campaign delivered remarkable results—a 10.2% year-over-year sales increase during the Father’s Day period, 75 million earned impressions, and 274 media stories nationwide. The cheeky activation reimagines traditional high tea with pub favourites and beer poured
UM and BMO brilliantly capitalized on a throwaway joke from cult film “Nirvanna the Band the Show the Movie” with a clever Toronto-wide campaign. The bank “glitched” digital billboards in Sankofa Square on May 27, temporarily replacing spokesperson Lamorne Morris with actor Jay McCarrol recreating his fictional “BMO Guy” character from the film’s time-travel plot.
UM and FanDuel embrace Canada’s multicultural identity with “Dual Fan,” a campaign recognizing split soccer allegiances just in time for the World Cup 2026. The initiative features limited-edition dual-sided scarves pairing Canada with the tournament’s 47 competing nations. Research commissioned by FanDuel reveals that 43% of Canadian soccer fans plan to support multiple nations, balancing
UM and Muskoka Brewery celebrate the brewery’s 30th anniversary with the launch of “Muskoka Is Calling,” a brand platform that captures the essence of Ontario’s beloved cottage country. The campaign embraces the docks, unstructured days, and camaraderie that define Muskoka. The launch is paired alongside a modernized packaging refresh that preserves the geographical cues making
UM and Royale collaborated to bring the brand’s bold new creative platform, “There for All,” to Canadian consumers. With over 60 years of heritage, Royale launched this unifying vision to showcase its commitment to people, communities, and the environment. UM led the media strategy and buy for the launch, ensuring maximum reach and impact across
UM and Boston Pizza tapped into Canadian hockey superstition over the playoff season with “The Hockey Gods,” a comedic campaign aimed at ending the country’s long Cup drought through a little divine intervention. A 30-second hero spot opens on an ordinary street before transforming into surreal chaos, thunder like goal horns, red-lit skies, and hockey
UM and Reese’s Canada are blending confectionery and sneaker culture through a consumer giveaway created in collaboration with Canadian artist Inked Out Kicks to celebrate two new Reese’s Big Cup flavours. The campaign included a contest that awarded 10 winners custom-designed sneakers inspired by the limited-time strawberry and marshmallow SKUs. The launch was supported by
UM and Factor Canada are shifting performance marketing away from highlight-reel moments and toward the routines that make them possible. In a new year-long partnership with Toronto Blue Jays infielder Ernie Clement, the ready-to-eat meal brand anchors its story in the demands of a 162-game MLB season. A 30-second spot highlights Clement’s disciplined approach to
UM and Twizzlers tapped into the viral “dirty soda” craze with Twizzlers Straws, a playful new format designed to bring customized, café-style soda hacks into everyday homes. Inspired by TikTok’s endlessly remixable drinks that blend carbonated soda with coffee creamer and flavoured syrups, the launch positions Twizzlers as both ingredient and straw-like stirrer for indulgent