Desjardins Insurance is channeling giants straight out of the fairy tale realm to show how big-hearted it is.

In the hero spot, an agent, who towers over storefronts and school buses and guzzles bucket-sized coffee, provides an assist to clients – with vehicles, road safety and property protection – as a personification of how oversized the brand is when it comes to customer care.

The spot is about bringing the large insurance company to life in a world that isn’t much different than our own, says Brandon Tralman-Baker, creative director at BleuBlancRouge, the insurer’s AOR. “Sure, there’s about a 14-foot difference, give or take an inch, but one could say that our theme of sizeable care is based on the universal truth that people deserve to be treated with kindness.”

Tralman-Baker credits the teams at Rooster, Darling VFX and Partners for making the giant appear real. He adds that in a competitive ad landscape, Desjardins understands the value of standing out in unexpected ways.

“Any captivating piece of creative needs a strong and strategic foundation,” he says. “Thanks to Desjardins’ 120-year history as a caregiver, our metaphor has real legs to stand on.”

While its previous campaigns highlighted its insurance agents, the company is now re-launching with all operations functioning as one company, giving customers access to care, kindness, and stability through one brand.

Desjardins, which in the spring got personal with entrepreneurs in its campaign work, is honing in on adults who are looking for an insurance provider or are unhappy with their provider.

The campaign runs on TV, OLV, social, radio and OOH from mid-September to the end of October.

Media was developed by Desjardins Media in partnership with Glassroom, a sister company of BleublancRouge and part of the Humanise Collective.