Desjardins celebrates Montreal 375 by spotlighting its everyday community heroes
To celebrate Montreal 375, the Desjardins Group partnered with Cinco to organically develop a yearlong program that combed the neighbourhoods of Montreal to uncover its everyday heroes in the community. At the heart of VIVAMTL, Cinco designed, built and managed an application to create and gather nominations by Montrealers. Through a plan that combined efforts on the ground and a 360° degree media strategy, Cinco simultaneously drove awareness to the program and nominations of candidates. Final stages revealed twelve intimate video capsules of finalists to ultimately reward the winner. In all, over 5000 people were reached at 34 public events resulting in the creation of more than 700 nominations and more than 500,000 views on social media.