190 Goals For Goals

Experiential/Event - Series

2024

Courage, Toronto, ON
w: courageinc.com

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.

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