Desjardins is a formidable brand in Quebec. It is constantly ranked as not only one of the most well-known organizations in the province, but also one of the most well-beloved. Awareness of the brand in the rest of Canada, however, is lacking. Desjardins needed to get English Canada to fall in love with its brand, the same way Quebecers have.

A collaboration with Dragon's Den, one of the most watched TV programs in Canada, was a natural solution. The sponsorship was conceived to put Desjardins's values of community support and cooperation at the forefront. And so, "GoodSpark" was born.

Through this branded sponsorship, Desjardins would support and empower nine social entrepreneurs during the show, creating and publishing articles and videos that help these entrepreneurs reach a wider audience in Canada. The multi-platform sponsorship integrated TV, content production, digital media, print and PR—all in collaboration with the CBC.