In 2013, a travel card war erupted. To help BMO launch their World Elite MasterCard in an offer-saturated market, Y&R created an integrated campaign spearheaded by two TV spots inviting Canadians to upgrade their travel experience. In just two months, BMO acquired 9,000 new World Elite customers and distinguished itself with work that was as premium as the card itself.
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Agency: Y&R Toronto
Chief Creative Officer: Israel Diaz
Creative Director: Darcy Maloney
Art Director: Pearce Cacalda, Cheryl Geonanga
Creative Director: Darcy Maloney
Art Director: Pearce Cacalda, Cheryl Geonanga
Copywriter: Kevin Hoessler, Appana Chetranda
Broadcast Producer: Diane Kirk
Print Producer: Antoinette St. Angelo, Heidi Prange
TV (Majorca, Spain)
Directors: Borgato & Berte
Production Company: Code Film Inc.
Directors: Borgato & Berte
Production Company: Code Film Inc.
Editing: Saints Editorial (formerly Posterboy)
Colouring: AlterEgo
Photography (Avignon, St. Remy, Nimes, Jas de l'Ange, France)
Photographers: Andric, Genevieve Caron (Lisa Bonnici, Rep)
Assistant & Creative Tech: Raymond Graber
Shoot Producer: Aarin McKay
Retouching: Anthony Pileggi, John Lalousis
Client: Bank of Montreal
