Desjardins

Partnering with entrepreneurs to build Quebec’s future

Advertising creation
Media strategy, buying and performance
Strategy and content creation

The Challenge

In 2025, with the global economy in turmoil and outlook growing bleak for Quebec businesses, Desjardins sought to reaffirm its support for entrepreneurs and its commitment to building a strong Quebec together. And with more than 420,000 business members, the financial institution is in a credible position to make this message resonate.

Our perspective

Being an entrepreneur is tough. But what’s even tougher is having an entrepreneurial mindset. No matter the challenge, entrepreneurs are driven by their ambitions and their desire to succeed. But to achieve their goals, they need partners who understand them and who put those ambitions first. That’s where Desjardins’s expertise comes in. The organization doesn’t need a crash course in entrepreneurship because it has its own lived experience. It understands the territory: the urgency of the short term, the complexity of the long term and the unpredictability of any given moment.

Our solution

Behind every Quebec business lies the determination to build the future, to transform and move things forward, despite challenges. It’s this energy that fuels “Your Ambitions in Mind.” Rolled out in video, radio, print and digital formats, the campaign spotlights three Quebec entrepreneurs and their ambitions, which Desjardins Business nurtures as if they were its own.

For more in-depth content, the Libres échanges podcast takes a deep dive into the practical realities of entrepreneurship. Hosted by Isabelle Maréchal, it brings together entrepreneurs, experts and Desjardins professionals to discuss specific issues, highlighting Desjardins’s credibility and positioning the organization as a partner with the tools entrepreneurs need to achieve their vision.

As part of a partnership with the show Dans l’œil du dragon, Radio-Canada's equivalent of Dragon's Den, Laurent Duvernay-Tardif and a Desjardins advisor appear in a series of segments where they offer advice and strategies – once again highlighting the importance of having an ally like Desjardins to help you achieve your ambitions.

Amplifying the voices of 420,000 tough-minded entrepreneurs