2025 Winner

With Gen Z racking up credit card debt, BMO’s “Bills Paid on Time” promoted the BMO Eclipse Rise Visa Card, which rewards users for paying their bills on time and reinforces good financial habits.

The campaign partnered with viral sensation bbno$ to record a custom TikTok track with lyrics that touched on relevant money themes. BMO gave bbno$ creative control to maintain authenticity and kept branding minimal.

Upon launch, the video received 14 million views in the first 24 hours and ultimately drove a 129% increase in BMO Eclipse Rise sign-ups within the first month of launch.

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