BMO Rainbow Deposits
An increasingly vocal challenge, consumers were accusing brands of “virtue-signaling” and “rainbow-washing”: slapping rainbows on corporate logos without providing tangible support. BMO wanted to demonstrate its support by taking real action. BMO developed a first-of-its-kind web app that allowed users to take a picture of any rainbow and deposit them the same way they deposit a cheque. Every rainbow uploaded would be deposited as a $1 donation to the Rainbow Railroad, an international non-profit organization that helps bring thousands of 2SLGBTQ+ people facing persecution to safety every year. This industry-leading campaign was a stunning success that transformed passive activism into a significant monetary contribution, built brand affinity and rallied the 2SLGBTQ+ community & their allies to ‘deposit rainbows' on their phones. Video Credit: FCB