This year, for the first time, Desjardins was the official presenter of the Cavalcade of Lights, which ran from November 26, 2022, to January 7, 2023, in Toronto's Nathan Philips Square. It’s an iconic event that marks the beginning of the Holiday season uniting families and friends around a host of light-filled activities, including a massive skating rink, music, rides, food and light shows.
Desjardins called on CRI Agency to help drive brand awareness and communicate its core values throughout the Ontario market. A social-media campaign and OOH posters in subway stations and on-site rink boards were created under the theme "Together we shine."
"We developed a unique visual identity for the occasion, blending Desjardins' own graphic standards with a highly stylized ribbon of light adapted to each visual setting. Next, we highlighted a series of related objects by using light painting to evoke a sense of enchantment, playing with the contrast of light on dark.” explains Baptiste Desmonts, graphic designer.
Thanks to this successful project, Cri Agency will be partnering with Desjardins once again for the Skate Lending Library, a pro-social initiative that helps kids of all ages experience the joy of skating by providing skates and tools to those in need. The mobile team will be supplying equipment donated by Desjardins to skaters at outdoor rinks across the city throughout the winter.
Creative Direction : Mounir Fadlou
Copywriting : Kerry Fleming
Copywriting : Kerry Fleming
Graphic Designer : Baptiste Desmonts
Production : Cécilia Boissy
Production : Cécilia Boissy
Digital Strategy : Sophie Tardif
Video Production and Photography : 161 content studios
