This Holiday Wrapping Paper Connects You to Women-Owned Businesses

Bank of Montreal and FCB Canada's long-standing commitment to helping women business owners comes wrapped in decorative holiday packaging this year.

The team designed wrapping paper that doubles as ad space, with QR codes that unlock a Pinterest board filled with hundreds of shoppable gifts from Canadian SMBs.

"The pandemic has had a disproportionate impact on Canada's women-owned businesses, which will take longer to recover financially than businesses owned by men," says Jennifer Carli, head of global brand and social at BMO.

More than one-third of such establishments are expected to report revenue declines of 30 percent or more, per BMO. To help lighten the load, this initiative, dubbed "Wrap the Good," seeks to "empower women-owned businesses that are such a vital part of the fabric of our communities, particularly at a time when they're in need of support."

Businesses from the bank's grant program appear in the Pinterest guide, and they'll receive the wrapping paper to distribute in stores and through their networks. BMO branches will hype the guide—via exterior wraps, of course!—and on its social feeds.

"More than ever, it matters where our gifts come from," says FCB executive creative director Jeremiah McNama. " 'Wrap the Good' reminds us all of the greater impact our gifts can make."

So far, featured businesses include:

SIMKHA Biocosmétiques
Blume
Sitti Social
Strathcona Stockings
Pink House
Moyaa Shea Products
Encircled Inc.
Skwálwen Botanicals
BocoBoco
Massy Books
Sam and Lance
Mme L'Ovary
QBeauté Beauty Marketplace
Mayana Geneviere
Remix Snacks
Sankara Cuisine
Revol Undies
MBM HOME + LIFE
The Villij
Epicerie LOCO
Chef Pam Fan/Joy
Treeline Collective
Clean Beauty School

CREDITS

Client: BMO
VP North American Brand & Social Media: Jennifer Carli
Director, Brand Advertising: Shelley Johnsen
Senior Marketing Manager, Brand Advertising: Kaleigh MacMaster
Coordinator, Brand Advertising, Yosola Oke

Creative Agency: FCB Canada
Chief Creative Officer: Nancy Crimi-Lamanna
Executive Creative Director: Andrew MacPhee & Jeremiah McNama
Copywriter: Caleb McMullen
Art Director: Hussein Rumaithi
Broadcast Producer: Jana Desjardins
Broadcast Producer: Anisah Dass
VP, Group Account Director: Erin Howes
Account Director: Ali Gayowski
Account Executive: Sidney Crawford
Strategy Director: Stephanie Gyles

Production Company: Rodeo Production
Senior Producer: Coey Kerr
Associate Producer: Johannes Bottge
Photographer: Brandon Titaro
Prop Stylist: Jeanie Lee
Health & Safety Officer: Erixon Bernardo

Post Production House: Fuel
Integrated Production Lead: Travis Metcalfe
Retoucher: Nabil Elsaadi
Production Artist: Jesse Reid-Smith