Desjardins

Spread a little joy in an unusual holiday season.

Category ― Integrated marketing campaign
Date ― December 21, 2020 - January 3, 2020
Challenge

How do you bring people together at a time when they’ve been told to stay apart?

Process

Creating the world’s longest virtual light show to brighten people’s lives during the holidays, while keeping everyone safely apart.

Creative solution

During the darkest time of the year, we decided to bring a little light. Across the country, we sent film crews to capture the best and brightest light displays in communities Desjardins covers and serves. Then, we strung all those lights together to create the world’s longest virtual light tour, available to anyone who needed a little extra light in their life. Cities captured included Edmonton, Calgary, Halifax, Toronto, and Ottawa. Hosted on YouTube, the Light at the End of the Year was the perfect way for people to see some dazzling holiday lights, while staying safely at home. Think of it like the Yule Log Channel, only about a million times brighter. The campaign was amplified with social content, running through the holidays and into the new year.

Results

The Light at the End of the Year garnered over 17 million impressions, over-delivering by 500% on ad-video Views and 200% on campaign clicks, and received widespread praise online. It also brought a 300% over-delivery in brand lift. ​