Desjardins: Fonds du Grand Mouvement

Going all in for the community

This advertising campaign highlights projects supported by the Fonds du Grand Mouvement Desjardins (FGMD), a fund dedicated to strengthening local communities through grassroots mobilization and community-driven involvement

Brief: inspiring and community-minded

Carried by an uplifting tone, the video blends cinematic footage with animated illustrations to create an experience that feels both poetic and emotionally resonant. This mix of live action and animation brings out the warmth of human connection at the heart of Desjardins' work, while celebrating the strength of the cooperative movement and communities building a more united future together.

Creative direction and visual identity

The campaign brings together expressive illustration, 3D animation, and motion design through video tracking. These animations add a layer of magic and energy, highlighting the beauty of everyday moments and the deeper meaning behind each project. The visual approach captures the idea of a supportive hand that helps collective dreams take shape.

Campaign rollout

Deployed across television, web, and social media, the campaign also came to life through a series of printed visuals displayed in the Montreal metro and on bus shelters across Quebec. Two 30-second hero videos, alongside cutdowns ranging from 10 to 30 seconds, plus a photo campaign integrated with illustrations, helped amplify the FGMD's commitment and shine a light on the six featured community organizations.