NIKE // MAKE A NATION BELIEVE
Christine Sinclair was poised to accomplish two feats at the 2019 Women’s World Cup: taking home the title for Canada, and breaking the world record for the most international goals scored by any player — male or female — ever.
two impossible feats.
impossible, until her. but because of what she had accomplished, and stood to accomplish still, people believed. they believed you didn’t have to be a flashy male athlete to be the best athlete. you didn’t have to be loud to be the best leader. you could be quiet. and humble. you didn’t have to have a history of winning, to start making history. starting now. and you didn’t have to change who you are, to do it.
when Sinclair stepped into that stadium, that’s what she made a nation of people believe.
in the weeks leading up to the game, we took over the Yonge-Dundas Square in Toronto, Ontario with a family of digital billboards. at its heart was a digital billboard featuring Sinclair and the people she inspired. all wearing her jersey.
spoiler: she didn’t win the World Cup. but she did break the world record.
role: copywriter // AD: Deandra Stokes // CD: Alberto Ponte, Ryan O' Rourke