The Work
BMO "Bills Paid on Time" by FCB Toronto
A custom track and music video created by Canadian rapper bbno$ (pronounced "baby no money") advertising the brand's new eclipse rise Visa Card.
"Partnering with an artist like bbno$ allows us to meet our customers where they are, encourage them to get started on building responsible financial habits in a memorable way and help them make real financial progress," said BMO’s chief marketing officer, Michelle Feeney, in a release.
The insight is based on findings from a recent Real Financial Progress Index survey by BMO: 74 % of Gen Z Canadians are concerned about their finances, and Gen Z Canadians are nearly five times more likely than older generations to turn to social media platforms for financial advice.
In the video, bbno$ raps about financial responsibility—"build good credit, how I keep that money," and "debt down, cheque up, that’s the way I like it," while he enjoys some of the lavish benefits of being a hip-hop star, and makes purchases using his own eclipse rise Visa Card.
"While [Gen Z] might forget to pay their bills on time, they’re not forgetting the latest TikTok earworm," said FCB’s executive creative director, Jennifer Rossini.