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Quebec’s largest financial institution, the Fédération des caisses Desjardins du Québec, is using actual members to promote its products and services in a new bilingual television campaign.
The campaign, entitled “Portraits,” kicked off in English with finance student Kathleen Casey profiling Desjardins founder Alphonse Desjardins, who launched the cooperative movement in 1900 “to ensure individual members’ financial stability through strength in numbers and mutual support.”
Standing in front of a large white board featuring a photo of Desjardins, she draws figures and caricatures related to Desjardins the man, while noting that Desjardins the institution has grown to nearly six million members. “Today, that’s called sustainable development,” she adds.
“We wanted to come up with a fresh idea and portray Desjardins in a friendlier manner than most bank messages,” said Gilles Chouinard, creative director of LG2, which created the campaign.
“The drawings [in the ads] represent the ideas taking place in a meeting between a financial planner and their client and how close Desjardins is physically and psychologically in people’s lives.”
The spot ends with the copy, “Over $150 billion in assets, nearly 6 million members,” and a throw to Desjardins.com/more.
A voiceover notes, “It’s more than a bank. It’s Desjardins.”
Other ads feature financial planners who profile and draw images of the needs, values and dreams of other bank members. Some institutional messages talk about the financial strength of Desjardins and how involved it is in cultural and sporting activities throughout Quebec. The spots are supported by newspaper ads and billboards. Carat handled the buy.
