190 Goals For Goals

Experiential/Event - Series

2024

Courage, Toronto, ON
w: courageinc.com

Ad Agency: Courage Inc. Chief Creative Officer, Founder: Dhaval Bhatt, Joel Holtby President, Partner: Niki Sahni Chief Strategy Officer, Partner: Tom Kenny Creative Director: Cindy Marie Navarro, Domenique Raso Art Director: Cindy Marie Navarro, Marina Khouzam Copywriter: Domenique Raso, Kushal Lalvani Group Strategy Director: Rami Dudin Group Account Director: Saloni Wadehra Account Supervisor: Camilo Moreno Account Executive: Tino Monk Executive Producer: Clair Galea Producer: Sarah Moen Post Production Coordinator: Sunaina Arora Junior Strategist: Shradha Chauhan VP, Sponsorship, Community, and Brand: Andrew Greenlaw Senior Director, Brand Marketing: Hilary Windrem Director, Brand: Shane Watters Senior Manager, Brand Sponsorship: Alex Cabot Sr. Director, Sponsorship: Joanna Milroy Director, Sponsorship: Ted Warner Client: CIBC Production Company: Kiddo Films, OLIVER Agency Editing Company: Barbershop Editing Post-Production: Alter Ego Audio House: Vapor Media Agency: EssenceMediacom

To celebrate Christine Sinclair's retirement, CIBC launched "190 Goals for Goals", featuring 190 young female soccer players sharing their ambitions inspired by Sinclair. At her final game, the girls wore jerseys with their goals, while a tribute video played. The campaign garnered over 264 million impressions, increased brand sentiment by 135%, and raised $190,000 for Sinclair's foundation.