CIBC partnered with the Montreal Canadiens Hockey Club to organize a province-wide contest to celebrate the ambitions of Quebecers. During the campaign, in which Marelle Communications collaborated on media relations and influencer marketing, Canadiens fans were invited to share their wildest ambitions, such as skating on Centre Bell ice, meeting former Canadiens stars and legends, or winning a VIP evening at the Centre Bell, and thus make their dreams come true. With this same campaign, CIBC is also recognizing the exceptional ambitions of its Quebec customers from a charitable and personal perspective.