Given the size of its financial commitment, Desjardins’ “Together For Our Youth” CSR platform touches on a lot of different programs for young people.

While last year’s youth-centric campaign focused on education programs in a classroom setting, a new campaign is focusing on the array of programs it offers young people, such as employment and entrepreneurship, health and healthy lifestyles and social engagement.

A hero video features a student facing a towering stack of library books, before busting through a portal into world that can help with “every aspect of her life.” On thing similar to last year’s campaign is citing the $50 million in contributions Desjardins makes to youth-focused initiatives annually.

Sébastien Rivest, CD at creative AOR Bleublancrouge, says it’s all about expressing the brand promise and showcasing how the dreams you have when you’re young can actually come true, showing it as a “poetic” moment that can be achieved with the right guide.

“In the end, the program is very inspiring,” he says, and the creative tries to instill that. “We wanted to show how Desjardins and its network of partners help youth find their way by giving them the tools they need to tackle life’s everyday obstacles.”

This year, he says, the agency intentionally made the campaign more complex to have all the pillars, not merely those related to education. This year, it’s also going deeper into content with long format creative, Rivest explains, and also adding audio ads on Spotify to the mix to reach more people under 30.

To bring the idea to life, Bleublancrouge worked with Montreal-based production house Les Enfants to come up with the surrealistic campaign and give it a cinematic feel.

For maximum visibility, the spots are once again being aired during the hit reality show Revolution on TVA, as part of a partnership that also includes surprise in-show integrations. For the second year in a row, Desjardins will also be offering scholarships to the winners of the Radio-Canada reality show 100 Genies to further show its support for youth.

Out-of-home will be focusing on four young people, each shown in their respective bedrooms, with a door that opens into a unique journey representing the program’s four core fields of action.

A Bell Media collaboration also features a multimedia content hub on NoovoMoi.ca with articles, quizzes and videos. Hosted by content creator Catherine Peach, the series highlights four testimonials, delivered by inspiring young adults who have either benefited from or worked for the partner organizations. Finally, a contest will be launched as part of talk show La semaine des 4 Julie: Desjardins will award a $3,000 scholarship to encourage one winner on their journey through one of the program’s four fields of action.

Ad spend this year is comparable to past efforts. Glassroom handled the media buy.