2025 Winner

To connect with gamers on Twitch (without another annoying ad), BMO found an unexpected opportunity in the platform’s “Be Right Back” screen. During these breaks, streamers step away mid-stream, which often leads to viewer drop-off. Instead of disrupting gameplay, BMO turned BRB screens into interactive adventures. Since streamers often use the screen when grabbing food, a game called “Eclipse Odyssey” followed their quest for a meal. The game’s mission aligned perfectly with the BMO Eclipse Visa Infinite card’s reward structure, offering points on takeout, delivery and transport. Viewers participated by making decisions for the streamer through in-chat polls, guiding the streamer’s choices when grabbing a snack. BMO tracked 84% viewer retention during breaks and an 850% boost in chat engagement.

Credits

Client: BMO Canada
Michelle Feeney – CMO, Personal and Business Banking (North America)
Caspian Yu – Managing Director, Payments Marketing
Louise Adams – Senior Manager, Credit Card Marketing
Jordan Woods – Senior Marketing Manager, Credit Card Acquisition
Jenna Eager – Lead, Digital Acquisition
Cari Kosta – Senior Marketing Manager, Digital Acquisition

Agency: FCB
Creative Credits
Nancy Crimi-Lamanna – Chief Creative Officer
Jennifer Rossini – Executive Creative Director
JP De Leon – Associate Creative Director
JP De Leon - Art Director
Yulenka Phillips – Senior Copywriter
Eli Ferrara – Head of Creative Innovation

Strategy Credits
Shelley Brown – Chief Strategy Officer
Mary Judges - VP, Strategy Director
Ally Dwyer-Joyce – Senior Strategist

Account Management Credits
Tracy Little – EVP, General Manager
Jessica Lax – VP, Client Services Lead
Samantha Ward – Group Account Director
Caiti Murray – Account Supervisor

Broadcast Production Credits
Elise Beauvais - Executive Producer
Sarah Michener - VP, Broadcast
Stefanie Briand - Broadcast Producer

Post-Production Credits
Kendra Plantt - VP, Director of Studio Production
Anastasia Gal - Sr. Integrated Producer

BRB Screen Animation House Credits: Blame Your Brother
Danielle Araiche - Executive Producer

Media Agency Credits: UM Canada
Ryan Hunter – Executive Vice President
Sarah Fraser – Senior Director, Connections Planning
Jack Williams – Manager, Connections Planning
Michael Medves – Planner, Connections Planning

Streamer Sourcing & Management: Twitch Canada
Matthew Castagna - Agency Development Manager, Amazon Ads
Brian Crochetiere - Account Manager, Amazon Ads
Cassie Curcio - Sr. Account Executive, Amazon Ads