In 2023, Canadian soccer legend, Christine Sinclair, decided to hang up her boots for the final time, after scoring a record-breaking 190 goals.
Her retirement, plus a lack of female role models for Canadian girls in sport, made it an important turning point in culture. We saw it as an opportunity to inspire the next generation.
190 girls. 190 future goals. 190 unique placements.
Alongside the OOH campaign, we ran a commercial thanking Christine.
Creative Directors: Eamonn Dixon & Stefan Copiz
Junior Creatives: Kelly Azbell & Kate Budorick
Agency: GS&P
Director: Caroline Koning
Production Company: Park Pictures