2025 Winner
SilverBranded Content
BMO
"Be Right Back"
FCB
"Be Right Back"
FCB
When gaming streamers step away to eat or drink, they post “Be Right Back” (BRB) screens, resulting in a drop in viewers. So BMO created the “Be Right Back” campaign to help streamers retain viewers by transforming the passive BRB screen
into a playable moment.
The game, “Eclipse Odyssey,” turned Twitch streamers into game characters looking for food. This aligned with the BMO Eclipse Visa Infinite card’s reward structure, which offers points on takeout, delivery or transport.
The campaign led to an 85% retention rate for streamers, 4,000 viewers clicking through to learn about the card and $440,000 of media value unlocked.
into a playable moment.
The game, “Eclipse Odyssey,” turned Twitch streamers into game characters looking for food. This aligned with the BMO Eclipse Visa Infinite card’s reward structure, which offers points on takeout, delivery or transport.
The campaign led to an 85% retention rate for streamers, 4,000 viewers clicking through to learn about the card and $440,000 of media value unlocked.
Credits
Client: BMO CanadaMichelle 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