Promotion of Montreal Canadiens sponsorship

October 2016


Design a communications platform that does justice to the long-standing partnership between Desjardins and the Montreal Canadiens.

To position Desjardins as a unifying element for all hockey fans, especially in the Montreal market.


To begin with, Bob developed a tag that reflects the relationship between Desjardins and the Habs.

The “Share the passion. CH” tag, supported by four visuals, celebrates hockey games as occasions to bring people together.

To make these occasions unforgettable, the agency set up a digital fan zone, an unusual full-immersion experience that puts an original spin on a traditional game night.

The fan zone includes a large contest reserved for Desjardins members with 5 VIP evenings to win at the Bell Centre with three friends. More than a mere contest, this is an unparalleled golden opportunity to live this big get-together. Finally, the campaign has rolled out in posters and on the web and radio.


A campaign that did justice to the long-standing relationship between Desjardins and the CH and shines a spotlight on and celebrates the fans who rally together in support of the Habs all season long.