CIBC wanted to give ambassador Christine Sinclair the send-off she deserved when she played her final international game on December 5th, 2023.

With CIBC’s brand purpose Ambitions Made Real we wanted to celebrate the ambitions Sinclair has achieved and how that ambition has, is, and will continue to inspire millions of girls to pursue theirs.

We wanted to show Sinclair the impact of her legacy with Canadians and the countless number of goals that her goals inspired. Especially with young Canadian girls.

As the official sponsor of the women’s team, and as Christine’s official sponsor, we had the chance to make the most of this opportunity with a creative idea that would speak to her legacy of ambition.

CIBC, Canada’s leading bank, created 190 Goals for Goals to celebrate Christine Sinclair’s legacy, when she announced her international retirement.

We wanted to show Sinclair the impact of her legacy with Canadians and the countless number of goals that her goals inspired. Especially with young Canadian girls.

So we got 190 young female soccer players to share their goals that Christine inspired, for each of her 190 international goals.

Though Sinclair might not have enjoyed the same spotlight as other soccer greats, her impact on the game goes way beyond the field.

Her greatness is not just about her 190 international goals which is obviously more than any other international player, male or female, but it's how her game inspired a generation of young girls to achieve their ambitions.

Our strategy was to highlight this impact in a way that celebrates her legacy during her final game for team Canada, by using the media spotlight at her final game.

We got 190 young female soccer players to share their goals that Christine inspired, by writing each one on a replica Sinclair jersey.

Then, at her final game, all 190 girls went onto the field wearing their jerseys, while a tribute video was played that brought each goal to life for Christine.

We documented the act with a social video and used paid social media to show all Canadians the impact of Christine’s ongoing legacy.

The act was covered in depth by TSN, as well as CBC and The Toronto Star. It also outperformed all of the benchmarks on Tik Tok and social, garnering over 264+ million impressions across all media channels. The campaign also resulted in 135% lift in positive brand sentiment, and 35% more awareness of CIBC’s Ambitions Made Real purpose. Most importantly, it proved to Christine that she will never retire from inspiring us all.