BMO partnered with chart-topping Rapper and TikTok sensation bbno$, and dropped the first TikTok track that acts as a reminder to GenZ to pay their bills.
Gen Z craves financial knowledge but resists traditional banking conversations, so we had to meet them where they already are: on TikTok, in a way that felt natural, entertaining, and culturally relevant. My role in this campaign was to work with FCB (AOR) and help develop a creative strategy that transformed financial education into something engaging, memorable, and most importantly, fun. By tapping into TikTok’s music-first culture, we worked with bbno$ to craft Bills Paid On Time—a catchy, shareable track designed to make responsible financial habits stick. I focused on ensuring the creative execution aligned with TikTok-native behaviours, optimizing how the track was presented and engaged with across the platform. The result? A viral earworm that not only racked up millions of views but also turned financial literacy into a trend Gen Z actually wanted to participate in, proving that when banking meets culture, it can break through in unexpected ways.