The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Mobile Applications
Annual ID
OS23_IN039M
About the Work
In the weeks leading up to and during Pride Month, rainbows are everywhere, but in 70 countries, showing your pride is still punishable by imprisonment. But rainbow washing and other performative actions from brands don’t lift up the LGBTQ+ community, remove barriers to their financial equality, make them feel accepted, or keep them safe.
The LGBTQ+ community and their allies feel that brands are “rainbow-washing” by tokenizing rainbows during Pride with no real action. BMO wanted to show its values by hijacking the tokenized Pride rainbow to benefit those in the community who need support. The campaign called on people to ‘deposit rainbows' on their phones, just like a cheque, to give rainbows a new sense of value.
By hacking rainbows during Pride 50,000 rainbows were deposited, leading to a $50,000 donation to Rainbow Railroad, a global not-for-profit organization that helps LGTBQ+ people facing persecution based on their sexual orientation, gender identity, and sex characteristics. Working with Rainbow Railroad, BMO was able to bring five LGBTQ+ people to safety from state-sponsored violence.
The LGBTQ+ community and their allies feel that brands are “rainbow-washing” by tokenizing rainbows during Pride with no real action. BMO wanted to show its values by hijacking the tokenized Pride rainbow to benefit those in the community who need support. The campaign called on people to ‘deposit rainbows' on their phones, just like a cheque, to give rainbows a new sense of value.
By hacking rainbows during Pride 50,000 rainbows were deposited, leading to a $50,000 donation to Rainbow Railroad, a global not-for-profit organization that helps LGTBQ+ people facing persecution based on their sexual orientation, gender identity, and sex characteristics. Working with Rainbow Railroad, BMO was able to bring five LGBTQ+ people to safety from state-sponsored violence.
2023 Awards
Total Points: 3
Merit
Credits
Agency
FCB / Toronto
Post Production Company
I Am Static / Toronto
Media Distribution Company
UM Media / Toronto
Chief Creative Officer
Nancy Crimi-Lamanna
Danilo Boer
Creative Director
Ron Gervais
Daenen Bramberger
Editor
Nick Yamul
Executive Creative Director
Andrew MacPhee
Jeremiah McNama
Executive Producer
Cathy Jefferies
Tanja Harney
Producer
Hannah Graham
Lauren Dobbie
Account Director
Leore Davids
Ali Gayowski
Michael Watier
Account Executive
Élizabeth Laplante
Account Supervisor
Lauryn Richards
Sophia R'bibo
Creative
Adam Tuck
Marie-Christine Lessard
Nimy Leshinski
Ariel Riske
Jp De Leon
Les Soos
Olivier Laplante
Senior Art Director
Hussein Rumaithi
Senior Copywriter
Caleb McMullen
Strategy Director
Stephanie Gyles
assistant editor
Parnika Raj
Assistant Engineer
Omid Geadizadeh
Associate Director, Social
Shannon Stone
Broadcast Producer
Tania Overholt
Campaign Manager, Social
Sami Le
CD/VFX/3D Artist
Dave Greene
Chief strategy Officer
Shelley Brown
Compositor
Julia Deakin
Content Manager
Annelie Gutgesell
Creative Strategist
Darrell Evans
Director, Brand Management & Enterprise Marketing
Jennifer Larson
Director, Connection Planning
Fahmida Islam
EVP, General Manager
Tracy Little
Head, Brand, Enterprise Social & Content
Jennifer Carli
Integrated Producer
Anastasia Gal
Daniel Rankin
Manager, Connection Planning
Marc-André Giasson
Marketing Manager, Brand & Sponsorship Advertising
Ann-Marie Beauchemin
PR
Shannon Stephaniuk
Senior Manager, Enterprise Marketing & Social Impact Content
Danielle O'Hanley
Senior Manager, Portfolio Management
Lauren Klehammer
Senior Planner, Connection Planning
Carolyn Hughes
Senior Strategist
Ally Dwyer-Joyce
VFX Compositor
Rob Del Ciancio
VFX/3D Artist
Chris Crozier
VFX/3D Artist/Compositor/Art Director
Steven Hollman
VP, Client Service Lead
Erin Howes
VP, Managing Director
Tim Welsh
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