Brand content videos – Grand défi Pierre Lavoie

March 2016


As a main partner of the Grand défi Pierre Lavoie, Desjardins wanted to tell the story of the winner of its Advantage Member contest, David Doré. Thanks to the prize he received, David was able to make up a team of five enthusiastic cyclists with whom to complete the 1000 kilometers of the event, as well as raise money for a cause he holds close to his heart.

Moreover, Desjardins wanted to underscore the brand’s community involvement and continue to promote healthy lifestyle habits.


Bob told David’s story using two spots that aired a few weeks apart on Desjardins’ social media platforms (Facebook, YouTube…). The first was a highly emotional piece that focused on David Doré’s personality and the strength of his community involvement. The second was very inspiring and featured Pierre Lavoie himself surprising David and his team.


An authentic creation! It was neither a game nor another type of incentive-based initiative. That is to say, the two spots adopted a serious tone that testified to the sincerity of the dual approach, both Desjardins’ and David Doré’s. Viewed more than 500,000 times, the spots served to reaffirm Desjardins’ commitment as a main biking partner and promote the brand in the community.