In the context of a campaign seeking to promote its services aimed at 18 year-olds, Desjardins called upon URBANIA to produce an 8-page mini-magazine distributed across the province’s CEGEPs and universities, a series of articles published on urbania.ca and a humoristic 5-episode web series starring Virginie Fortin. All contents featured addresses finances (credit cards, credit line, student loans, etc.) in an audacious manner, in a tone that resonates with the younger generation, through personal and engaging storytelling. The heart of this campaign, the “Virginie se confie” series, tells the story of the young Québécois comedian, as she confides in her therapist. The capsules have been viewed more than 500 000 times.

Brand content directed and produced by URBANIA for Desjardins (Touché! / LG2), and broadcast during the fall of 2015.

CREDITS

Clients: Touché! and LG2 for Desjardins

Starring Virginie Fortin

Directed by Félix Tanguay

The artistic direction of the magazine is by Sébastien Thibault.