Underground Concourse in Toronto Celebrates PRIDE with Digital Wall

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The BMO PRIDE creative execution “Inclusion” for First Canadian Place in one of the busiest underground concourses in downtown Toronto was designed as a beautiful, elegant expression of the spirit and essence of PRIDE.

Nominating Company: Cineplex Digital Media, Toronto, Ontario, Canada
Venue: BMO First Canadian Place “Pride,” Toronto, Ontario, Canada
Project: BMO First Canadian Place “Pride”
Category: Business & Government Services

BACKGROUND
BMO had an unused space within one of the busiest underground concourses in Toronto. The bank believed this would be the ideal place to portray and “human side” of banking and bring the brand promise “We’re here to Help” to life in a meaningful and robust way for the more than 85,000 commuters who use the concourse on a daily basis.

Cineplex Digital Media installed a 60-foot digital wall in the First Canadian Place concourse, a highly engaging and multi­sensory experience to disrupt the foot traffic in the Toronto First Canadian Place concourse, launching with an impactful creative piece for PRIDE Month.

The goal of the piece was to attract and retain the attention of busy commuters without audio while staying true to the BMO master brand. The desired response was for commuters to stop and view the creative and recognize BMO as a progressive bank.

CHALLENGES
The initial challenge was constructing 60 feet of screens, ensuring they could be dynamic, responsive and interactive. Other major financial institutions have digital installations in other areas of the concourse, and BMO wanted to launch with a timely, progressive citywide celebration to showcase their first piece of content.

The initial creative brief outlined BMO’s intent to celebrate Pride Month in Toronto, and by extension, promote inclusivity, diversity and togetherness via our owned digital channels.

SOLUTIONS
PRIDE Week is a celebration of diversity, inclusivity and acceptance. With this in mind, the BMO PRIDE creative execution “Inclusion” for First Canadian Place in downtown Toronto was designed as a beautiful, elegant expression of the spirit and essence of PRIDE.

The piece depicts a story of an individual’s journey of growth and finding acceptance; encouraged and facilitated by a group or community. Ultimately, this is a symbolic expression of inclusivity and connection.

“Inclusion” was the first creative piece featured on the large video wall at the BMO Flagship location, First Canadian Place in downtown Toronto. Made up of two video walls, passersby use the video wall within the concourse to find key information about their commute.

RESULTS
The “Inclusion” creative piece attracted commuters passing by the concourse and created a strong social media presence. With no paid media or support, “lnclusion” received more than 5,000 views on social media in the first week.

PROJECT PARTNERS
Production House: Wonder Screen (http://wonderscreeninc.com)
VFX and Design: Zink

 

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