Christine Sinclair is the world's all-time leader for international goals scored among both men and women, captain of Canada Soccer's Women's National Team, an Olympic medalist, CONCACAF champion, and 14-time winner of the Canada Soccer Player of the Year award.
On the eve of her retirement, Frito Lay Canada worked with agencies Goodby Silverstein & Partners, OMD, and Edelman to launch a campaign featuring 190 individual ads, one for every goal she's scored during her career.
On the eve of her retirement, Frito Lay Canada worked with agencies Goodby Silverstein & Partners, OMD, and Edelman to launch a campaign featuring 190 individual ads, one for every goal she's scored during her career.
The ads will be strategically placed throughout the country, including OOH and DOOH instalments in high-traffic areas; digital banners, organic social and paid digital, as well as newspapers and signage at BC Place stadium. They arrive following the campaign launch in late October, which was timed to coincide with Sinclair’s first game following her retirement announcement.
The initial assets included static posters of Sinclair accompanied by inspiring messages like “The end of an era is always the beginning of another” and “The game will go on because she played it,” as well as a video thanking the athlete for her commitment to Canadian sports that was shared on Frito Lay’s social channels.
A new teaser video is offering a glimpse into the rest of the campaign: quotes from girls who plan to continue Sinclair’s legacy. All 190 static ads will showcase a quote from a young female soccer player, sharing their goals in both life and sport, and presenting a message of empowerment and ambition.
Examples from the video teaser include 19-year-old Tess from Bunbury, PEI (“I hope to achieve even 1/16th of what Chrstine has"), 16-year-old Evie from Burlington, Ontario (“I hope to represent Canada on the world stage”) and 13-year-old Ellie from Vancouver (“I want to see my name on a Canada jersey of my own”).
"I’m overwhelmed with gratitude seeing hundreds of girls send in their future goals inspired by me,” said Sinclair in a release. “Seeing the number of young girls across Canada that I’ve inspired has reminded me of how important it is to have role models that empower us to dream big.”
The campaign is a part of Frito Lay’s multi-year “Play Loud” campaign, developed in partnership with the Women’s Sports Foundation, which aims to expand access and opportunities for girls and women in sport.
“This initiative goes beyond celebration—it’s a commitment to empower the next generation of women in sport,” said PepsiCo Foods Canada CMO Jess Spaulding in a release. “We recognize the profound impact that female athletes like Christine can have on inspiring young girls to dream big and achieve greatness. Our hope is to create a ripple effect, fostering a future where every girl can thrive.”
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