BMO and FCB invite the MSO into your living room

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For the past 35 years, BMO has invited its privileged customers and employees to a unique evening, a private Christmas concert, in celebration of the holidays. The concert is performed by BMO’s long-time partner, the Montreal Symphony Orchestera. It’s a way to thank BMO’s customers and employees as well as highlight the importance of their relationship.

Following the ban on gatherings imposed by Premier Legault to counter the spread of COVID, this beloved, long-time tradition had to be rethought. BMO commissioned FCB to find a creative and personalized way to say thank you to customers and employees alike while providing them with some entertainment. In collaboration with BLVD, the agency created an augmented reality application that allowed customers and employees to invite orchestra musicians into the comfort of their homes and keep the tradition alive.

“We were all keen to create something that was more than just a thank you video. With the many restrictions linked to the pandemic, augmented reality seemed ideal for creating what came closest to a real meeting with the musicians of the Montreal Symphony Orchestra. BMO really wanted to create a unique experience,” explains Sylvain Dufresne, vice-president and creative head at FCB Montreal.

In addition to the immersive musical experience, a Zoom video featuring all of the top BMO executives in Quebec, as well as Darryl White, BMO President and CEO, was produced as an introduction to the concert. The leaders wanted to speak to customers and employees to show them their appreciation for all that had been accomplished in the past year. “It was unthinkable for BMO not to celebrate the importance of our customers and the undeniable contribution of our employees, particularly in the context of a year like this,” adds François Morin, BMO general manager, operations and public affairs, Quebec and Maritimes.

The entire operation as well as the creation of the application is a production of BLVD.


  • Client: BMO (François Morin, Mélanie Miron)
  • Agency: FCB Montréal
  • Creative director: Sylvain Dufresne
  • Creative: Sylvain Dufresne, Sébastien Robillard, Jean-Simon Charland
  • Advisors: Krystelle Ruest, Julie Simon
  • Production agency: Anick Rozon
  • Production:BLVD (Marc-Antoine Lambert, Geneviève Trépanier, Nicolas Dubé-Pauzé)
  • Director: Robert BockIntegration/programing : Nathan Couture-Dumais
  • Post-production:BLVDSound: BLVD (Sylvain Roux, Andres Norambuena)
  • Music: Orchestre symphonique de Montréal