BMO Harris

BMO Harris needed a campaign around a pretty straightforward sell: their rates were 4-5x the national average. The brief was clear, but "our rates are better" isn't exactly a creative brief that writes itself.

In a brainstorm, I threw out "OH BIG DOG, LITTLE DOG!" Half joking but fully meaning it. We dug through stock photography to find the right pairings, the team got behind it and we pitched the concept to the client. They loved it. The imagery was playful and a little unexpected for a bank, but it made the point immediately and memorably: size matters, and BMO Harris is the big dog.

The campaign ran across social media, display ads and print. It performed well enough that what was meant to be a short run got extended for an entire year.