2024 Winner

Since most people under the age of 35 don’t have a traditional relationship with bank branches, BMO decided to reach them where no one expected – on Twitch. The aim of its “NXT NXT LVL” campaign, by FCB, was to make players feel comfortable enough to talk about personal finance topics and get the tools they were too embarrassed
to ask for in real life.

To address the fact that under 35s place great value on anonymity, BMO allowed them to bank using their gaming personas. A year after its launch, BMO is still going strong on the platform. There was a 15% increase in digital account openings, and the bank says it may well be the most valuable branch its ever built.

Credits

Client: BMO
CMO: Maja Neable
Managing Director, Personal Banking: Mike Stean
Senior Manager, Segments Marketing: Alexis Chen
Gaming Relations Specialist: Sean Frame
Social Media Manager: Kenya Marcelline
Senior Manager, Media Communications: Kate Simandl

Agency: FCB
CCO: Nancy Crimi-Lamanna
EVP, Global Creative Partner: Danilo Boer
ECDs: Andrew MacPhee, Jeremiah McNama
VP, Creative Innovation: Eli Ferrara
Creative Director: Mike Kotevich
Associate Creative Director: Caleb McMullen
Associate Creative Director: Hussein Rumaithi
Copywriter: Caleb McMullen
Art Director: Hussein Rumaithi
Copywriters: Patrick Gravel, Jacqueline Lee, Dawson Courson
Art Director: Logan Novak
EVP, General Manager: Tracy Little
VP, Group Account Director: Jessica Lax
Group Account Director: Hailey Scott
Director, Integrated Production: Maia Spetter
VP, Managing Director: Tim Welsh
Account Executive: Daniella Okezie
CSO: Shelley Brown
Strategy Director: Stephanie Gyles
Strategy Director: Amanda Soares
VP, Strategy 1:1 Practice Lead: John Fung
Strategy Director, Content: Daisy Qin
Broadcast Producer: Tania Overholt
UX/UI Tech Specialist: Lara Goldsmith
Full Stack Developer: Lily Han
Jr. Quality Assurance Analyst: Natasha Phillip

Augmented Reality Room: FlyAR

Casting: Jesse Griffiths Casting Inc.

Production Company: Unified Content
Executive Producer: Laurie Jones
Executive Producer: Michi Lepik-Stahl
Director: Tom Feiler
Line Producer: Caitlin Cucco
Director of Photography: TJ Derry
Director of Photography: Adam Madrzyk
Editor: Peter Miller
Assistant Editor: Luke Ionico
VFX: Jay Ryan
Colourist: Kristina Mileska
Online: Rebecca Burtnik
Producer: Rebecca Burtnik

Post Production Company: Think Tank Creative
Animator: Brent bergerson

Music/Sound Company: Oso
Creative Director: Daenen Bramberger
Engineer: Leo Hicks
Executive Producer: Hannah Graham
Producer: Jane Heath

Media Agency: UM
Ryan Hunter – Vice President, Client Business Partner
Sarah Fraser – Senior Director, Connections Planning