STEF is a freelance director working with global sports, powersports, and athleisure brands.
Summary

TV
PRINT
SOCIAL
DIGITAL
EVENT
Credits

AGENCY : FCB
CLIENT : BMORecognition

Cannes Lion
Clio
LIA
IDÉA
WARC

TL;DR - 10,000 free soccer items for kids in need at the click of a button.

The #FanFini GearUp program was a collaboration between the Bank of Montreal and CF Montréal (the city’s MLS team) with the goal of making soccer more accessible to kids in need.

Born from the idea of a donation drive, the program became a massive undertaking of TV, digital, event, e-commerce and home delivery that blew the doors off all expectations.

Launched with a TV campaign asking people to “give your gear a second career” we asked Montrealers to donate soccer equipment they had outgrown (or never even used) at donation boxes at BMO locations across the city.
TV
DONATION DRIVE + TOURNAMENT
As part of the donation drive, we hosted a soccer tournament of 5-on-5 friendlies at Stade Saputo in conjunction with CF Montréal. Since the goal was to collect equipment, no tickets were sold. All anyone needed to do was donate a piece of used soccer equipment in good condition, and they could play. 

Over 500 players showed up with the final match of the tournament played on the pitch of Stade Saputo, complete with fans, jumbotron and the CF Montreal drum squad.
ONLINE STORE + SOCIAL
In the end, over 10,000 pieces of equipment were collected, cleaned and catalogued. That equipment was then posted to an online store we designed that felt exactly like a shopping experience. 

Working with the YMCA and the various soccer organizations of Montreal, we distributed passcodes to the store to families in need.


The online shop allowed kids to choose the items they needed, including soccer cleats, shin guards, jerseys and gloves. With just a few clicks, and a few days wait, they received their personalized orders at their door in BMO #FanFini GearUp branded packaging. 


THE RESULT
More than 2,500 kids were allowed to “shop” for up to four items, free of charge, that were then delivered by hand.

But more importantly, we made a piece of advertising that made the world a little kinder for thousands of kids.