2025 Winner

With Gen Z racking up credit card debt faster than any other generation, BMO knew the last thing they needed was yet another card – it needed to be a smart one. Enter the BMO Eclipse Rise Visa, a card that rewards good financial habits like paying bills on time. But to get Gen Z’s attention, the bank had to meet them where they actually turned for advice: TikTok. On the platform, it dropped a custom track with popular Canadian TikTok artist bbno$, called “Bills Paid On Time.” It was released on a key bill-paying date and supported with teaser drops. The campaign struck a chord, generating 30 million video views and a 129% jump in card sign-ups in just one month.

Credits

Client: BMO
Michelle Feeney – CMO, Personal and Business Banking (North America)
Caspian Yu – Managing Director, Payments Marketing
Louise Adams – Senior Manager, Credit Card Marketing
Alfonsa Timpano – Senior Marketing Manager, Credit Card Acquisition
Jordan Woods – Senior Marketing Manager, Credit Card Acquisition
Naveed Khan – Marketing Coordinator, Credit Card Acquisition
Jenna Eager – Lead, Digital Acquisition
Cari Kosta – Senior Marketing Manager, Digital Acquisition
Agency: FCB
Nancy Crimi-Lamanna – CCO
Jennifer Rossini – ECD
Angeline Parsons and Eric Carriere – ACD’s
Angeline Parsons - Copywriter
Eric Carriere – Art Director
Logan Novak – Jr Art Director
Dawson Courson – Jr Copywriter
Shelley Brown – CSO
Ally Dwyer-Joyce – Sr Strategist
Daisy Qin – Strategy Director, Content
Tracy Little – EVP, General Manager
Jessica Lax – VP, Client Service Lead
Samantha Ward – GAD
Caiti Murray – Account Supervisor
Media: UM Canada
Ryan Hunter – Executive Vice President
Sarah Fraser – Senior Director, Connections Planning
Jack Williams – Manager, Connections Planning
Michael Medves – Planner, Connections Planning
Arturo Valenzuela – Associate Direct, Paid Social
Cristian, Garrido – Account Manager, Paid Social
Influencer Management & Execution: Media brands Content Studio
Annelie Gutgesell – Director, Talent and Influencer Content
Grace Austin – Associate Director, Content
Melissa Hoffman – Senior Content Strategist
Production (bbno$ assets): Made You Look Media
Directed by Shiraz Higgins
Produced by Heather Lindsay
Director of Photography – Jon Thomas
1st AC – Sam Berringer
Key Grip – Lance Ziska
Gaffer – Jordan Shelton
Gaff Assistant – Nico Wainer
Storyboard Artist – Hank Pine
Swing – Tristen Moriarty-Lyttle
SMS Customer Engagement Platform: Community
Luke Auger - Senior Director
Liz LaRocha - Senior Account Manager
456 Studios:
VP, Director of Studio Production – Kendra Plantt
Sr. Integrated Producer – Anastasia Gal
Dominic Pimpare – Sr Production Artist