From Toronto to Vancouver: How a Mosaic Activation United Canadians and Drove Donations for BMO’s Rainbow Deposits
What do you do when one campaign needs to connect with thousands, span five cities, and still feel like it was made just for you?
That’s the challenge our agency partner brought to the table for BMO’s Rainbow Deposits, a national campaign supporting LGBTQIA2S+ communities through charitable donations, with a promise to donate $1 for every photo uploaded to their microsite.
The Brief Was Clear and Complex:
Consistency across five major cities: Toronto, Calgary, Montreal, Vancouver, and Ottawa.
Real engagement: not just people passing through.
Tangible impact: every interaction needed to contribute to BMO’s donation goal.
In other words: this wasn’t about creating a “cool booth.”
It was about building a consistent, inclusive experience that invited participation, sparked emotion, and fueled real-world action.
The Solution: A Digital Mosaic Activation That Did More Than Look Good
We developed a Digital Mosaic Booth that allowed guests to snap a branded photo at the activation and instantly see themselves become part of a growing art piece, a mosaic that revealed itself live at each location as more and more people participated.
Each guest photo wasn’t just a moment of joy or brand interaction.
It was a donation. It was a message. It was a connection.
By tying every captured photo to a real-dollar contribution, the booth became more than a photo op, it became a purpose-driven engagement tool.
Why It Worked Strategically and Emotionally
Our team ensured every city’s booth:
Met BMO’s brand guidelines down to the pixel,
Integrated seamlessly with event flow and local production logistics,
Felt personalized to the community it was in, from visual design to ambassador briefing.
The result? Guests in Toronto and Vancouver didn’t just have similar experiences, they had equally meaningful ones.
Participation with Purpose
It wasn’t just “take a photo.” It was “take a photo that gives back.”
This sense of impact transformed casual event attendees into active contributors, and gave agency partners and internal teams a clear, trackable KPI.
Frictionless Follow-Through
Post-photo, guests received:
A branded email with a direct upload link,
Messaging that reinforced the donation component,
A shareable asset they were proud to post, which helped the campaign travel far beyond the event footprint.
Meanwhile, our trained Brand Ambassadors were on-site to guide guests through the process and boost uploads in real time, a critical move in markets where wifi or foot traffic varied.
Impact Snapshot: What the Activation Delivered
We often say data is proof of impact. So here’s what we delivered:
5 cities activated over 4 weeks
Thousands of branded images captured
Hundreds of real donations triggered through photo uploads
Live digital mosaics created in each market
A national story told through thousands of individual moments
It was community. It was content. It was purpose. All working together in real time.
If you're working on a purpose-driven campaign and need an activation partner who brings strategy, logistics, and storytelling to the table, MDRN is ready to help.