BMO’s Holiday Unwrapping Hack Answers Age Old 'What’s Inside the Box?' Question

We shake them, we weigh them, and until we unwrap them, we wonder what’s inside. It’s the wonder and curiosity of a wrapped gift that BMO is tapping into with its latest holiday hack in support of underrepresented businesses.

In an easy-to-use AR experience, BMO welcomes holiday shoppers to unwrap every gift they see at home, in offices, in malls, in movies, and commercials. Every gift unwrapped reveals products from underrepresented businesses - each a great gift idea for someone on your list. With every unwrapped gift, shoppers will discover a new business and gift idea and a promo code up to fifteen dollars in value, courtesy of BMO, to buy the gift from their online store. Try it for yourself here.

“Until it’s opened, a wrapped gift has the potential to be from anywhere,” explains FCB Canada’s associate creative director, Caleb McMullen. “This campaign seizes on that potential, suggesting that any wrapped gift could, in fact, be from an underrepresented business.”

Even gifts in holiday movies can be unwrapped. That’s why BMO has partnered with Canada’s CityTV, to call on holiday movie watchers to unwrap every gift they see on screen, revealing the promo codes inside. The integrated campaign is also supported by a robust social and out-of-home media buy. With strategic ad placements near busy malls, promo codes for underrepresented businesses can even be revealed by unwrapping gifts in window and store displays.

Now, in its fourth year of tapping into holiday traditions in support of underrepresented businesses, BMO remains steadfast in its mission to show its support in new and innovative ways.

“From turning wrapping paper into free ad space, to creating shoppable ornaments, to rewriting lyrics in holiday songs that feature businesses and their products, BMO’s support for underrepresented businesses year over year has been unwavering”, says Jennifer Carli, head of brand, social and sponsorships, BMO. “This year is no different, as we introduce Unwrap the Good to create excitement and incentivise shopping from underrepresented businesses by putting their products front & centre during the holiday season.”

BMO’s Unwrap the Good campaign runs to December 31st. Learn more here.

FCB Canada handled strategy and creative. The AR experience was developed by Rose Digital, and media planning and buying were handled by UM Canada.