bmo van marathon 2023

Sponsoring a marathon is easy. Actually feeling like you belong on the course is harder.

We were briefed to show up as a sideline cheerleader for BMO at the Vancouver Marathon, which gave us a lot of room to think about what cheering actually looks like when a brand does it right. The team landed on sound signs, physical signs that make noise when you shake them, turning spectator energy into something runners could genuinely feel as they passed. The OOH and animated socials built the world around it, but the signs were the idea that made the activation worth talking about.

Art Director: Sydney Campbell

Copywriter: Jaid Newstead

ACD’s: Nimy Leshinski + Logan Gabel