Set in the fictional town of Wattleford.
Rebel is imagining an Australian town without sport in a campaign via The General Store.
Town Without Sport is another part in Rebel’s Sport is Calling platform.
“For 40 years, Rebel has been part of Australia’s sporting story, helping Australians move, play and connect,” said Rebel gm marketing & eCommerce Rosemary Martin.
“We simply couldn’t imagine a life without sport. It brings us together, strengthens our bodies and minds, and builds resilience in our youth.
“'Town Without Sport' reminds us what’s at stake when that disappears, and just how much sport gives back to all of us.
“This campaign is a step change for Rebel, connecting storytelling with strategy, and I couldn’t be prouder of what we’ve created.”
The campaign is set in the fictional town of Wattleford.
“It’s part of everything; the clothes we wear, what we talk about, who we idolise and how we connect with friends and family,” said The General Store managing director Sophie Lander.
“This campaign celebrates the transformative role sport plays to enrich our lives.”
The campaign launches nationally across TV, BVOD, social and OOH.
“We wanted people to feel the moment sport calls for the first time — that sense of wonder and energy that lives in our blood,” said The General Store executive creative director, Sharon Edmonston.
Credits
Rebel:
GM Marketing & eCommerce – Rosemary Martin
Head of Brand Experience – Adam Lee
Head of Marketing – Brock Coleman
Snr Marketing Mgr Brand & Retail – Georgia Wilson
Creative Lead – Paige Lawless
Photographer – Tony Berlangieri
Creative Agency: The General Store
Partner & CEO – Matt Newell
Partner – Danny Lattouf
Managing Director – Sophie Lander
Strategy Planner – Craig McLeod
ECD – Sharon Edmondston
Creative Team – Hannah Lawson & Jess Beal
Account Director – Pat de Silva
Production Company: Rabbit
Director – Al Morrow
DOP – James Brown
Executive Producers & Partners – Alex Hay & Lucas Jenner
General Manager/Producer – Katrina Maw
Producer – Fiona Pakes
Stylists – Janai Anselmi & Jo Ayling
Post Production – The Editors
Executive Producer – Rita Gagliardi
Sound – Mosaic
Composer – Adam Moses
Producer – Bill Doig
