Chantier 53 x François Bellefeuille

RenoAssistance by Desjardins connects clients with qualified contractors for large-scale renovation projects. Founded in 2010, Desjardins became a majority shareholder in 2020. Seeking to elevate their profile, RenoAssistance hired THEUN KNOWN after a competitive review last summer.

THEUN KNOWN and media planner partner PANOPLY, aimed to weave the brand message into cultural narratives. The ignition piece was a five-minute live-action short film. This pre-campaign phase also included a 30-second teaser, a 60-second trailer, and a limited-edition comic book featuring Mr. Bellefeuille. Branding was minimal, focusing instead on entertainment to spark audience interest, All conceived, created and produced by the agency’s team.

“The key is not to push, but to pull,” states Fayçal Hajji, president of THEUN KNOWN. “People expect entertainment from François Bellefeuille, not a sales pitch. We want them to watch our content because it’s creative, fun, and engaging.”

Directed by Sébastien Landry and featuring animations by Colegram Studio, the film showcases Bellefeuille’s quest for new comedy material. Distracted by a loud noise, he encounters bizarre scenes in his home. Is it all real, or just his imagination?

The campaign started in mid-September and runs through December 2022. It targets major Quebec markets in both English and French. Captured on set, the campaign includes print, out-of-home, TV spots, radio spots, social media, online display ads, and video ads.