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Creative

This Holiday Wrapping Paper Doubles as Ad Space for Women-Owned Businesses

With ‘Wrap the Good,’ BMO and FCB Canada are promoting small business recovery this holiday season

This Holiday Wrapping Paper Doubles as Ad Space for Women-Owned Businesses

Canada’s woman-owned businesses have been deeply affected by the pandemic’s economic impact, with more than one-third likely to report a decline in revenue of 30% or more.

As part of its longstanding commitment to helping Canada’s women business owners, BMO has launched a new holiday-themed initiative called “Wrap the Good.” The centrepiece of the program from FCB Canada is custom recyclable wrapping paper that doubles as ad space for women small business owners.

Launched on Small Business Day (Nov. 27), 'Wrap the Good' is an extension of the BMO Celebrating Women Grant Program, which recently awarded $120,000 in grants to 18 Canadian women-owned businesses. The campaign serves as a timely reminder to shop women-owned businesses and support small business recovery this holiday season.

The colourful paper features images of dozens of gifts, as well as a QR code that drives to a Pinterest board featuring hundreds of shoppable products from women-owned small businesses. Businesses in the gift guide include Blume, Remix Snacks and Mme L'Ovary. The full guide can be viewed here


“BMO saw an opportunity to continue its support of women-owned businesses this holiday season by creating unique wrapping paper that promotes shopping women-owned,” said Jennifer Carli, head, global brand and social, BMO Financial Group. “The pandemic has had a disproportionate impact on Canada’s woman-owned businesses, which will take longer to recover financially than businesses owned by men. Wrap the Good underscores BMO’s commitment to empowering women-owned businesses that are such a vital part of the fabric of our communities, particularly at a time when they’re in need of support.”

The wrapping paper features details of the program, and instructions on how to access the Pinterest shopping guide. The businesses from the BMO Celebrating Women grant program who are featured in the shopping guide will receive copies of the custom-designed wrapping paper to distribute in their stores and to their networks, further promoting their peers in the women business community.

Additionally, BMO is amplifying the gift guide through exterior wraps on select bank branches and through social media. The paper will be available to BMO employees to enable them to promote the women who have been recognized through the BMO Celebrating Women grant program.

“More than ever, it matters where our gifts come from,” said Jeremiah McNama, executive creative director at FCB. “‘Wrap the good’ helps give an important boost to women-owned small businesses and reminds us all of the greater impact our gifts can make.”

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Credits

Client: BMO

VP North American Brand & Social Media: Jennifer Carli

Director, Brand Advertising: Shelley Johnsen

Senior Marketing Manager, Brand Advertising: Kaleigh MacMaster

Coordinator, Brand Advertising: Yosola Oke

Creative Agency: FCB Canada

Chief Creative Officer: Nancy Crimi-Lamanna

Executive Creative Director: Andrew MacPhee & Jeremiah McNama

Copywriter: Caleb McMullen

Art Director: Hussein Rumaithi

Broadcast Producer: Jana Desjardins

Broadcast Producer: Anisah Dass

VP, Group Account Director: Erin Howes

Account Director: Ali Gayowski

Account Executive: Sidney Crawford

Strategy Director: Stephanie Gyles

Production Company: Rodeo Production

Senior Producer: Coey Kerr

Associate Producer: Johannes Bottge

Photographer: Brandon Titaro

Prop Stylist: Jeanie Lee

Health & Safety Officer: Erixon Bernardo

Post Production House: Fuel

Integrated Production Lead: Travis Metcalfe

Retoucher: Nabil Elsaadi

Production Artist: Jesse Reid-Smith

Category: Banking , Finance