A large-scale out-of-home (OOH) and experiential campaign by BMO has transformed Toronto and Vancouver into a network of branded soccer installations, transit takeovers, and interactive public activations tied to Canada’s international soccer moment.

Creative assets feature actor and comedian Lamorne Morris as “The BMO Guy,” alongside Canadian men’s national team captain Alphonso Davies. The campaign runs across TV, digital, and social channels but ties heavily to physical installations and street-level placements.

The ball

At the centre of the rollout is a 15.2-m (50-ft) illuminated soccer ball installed atop BMO’s First Canadian Place branch in Toronto’s financial core, positioned as a high-visibility rooftop landmark. The installation anchors a broader set of street-level and transit-based executions spanning Union Station and downtown corridors, alongside digital inventory across key commuter routes.

Street furniture

The campaign integrates Union Station Toronto through full transit and concourse media dominance, extending into surrounding street furniture and digital screens. The approach places the campaign directly in commuter flow rather than traditional stadium-adjacent environments.

ATM activation

CF Toronto Eaton Centre features retail and experiential OOH formats, where a hands-free ATM activation invites visitors to engage in a soccer-themed interaction designed around motion-based input. Additional installations include a skill-based “Fast Feet” drill zone and oversized branded soccer set pieces intended for public participation and photo opportunities.

The BMO Deskshaw

A branded rickshaw activation, dubbed the “BMO Deskshaw,” is also moving through downtown Toronto on match days, combining transit-style mobility with live interaction, trivia prompts, and wayfinding support for pedestrians.

Alongside the OOH buildout, Canada Soccer Foundation is receiving a $250,000 contribution aimed at grassroots programming and youth access initiatives, linking the brand activation to longer-term sport development funding.

The campaign positions banking branches, transit hubs, retail centres, and public landmarks as connected media surfaces, blending traditional OOH formats with experiential design to extend reach across daily movement patterns in both cities.