Rebel‘s ‘Town Without Sport’ reveals just how deeply sport runs through Australia’s veins, brought to life via The General Store.
The campaign launched nationally on Sunday, 2 November across TV, BVOD, social and OOH.
‘Town Without Sport’ is an evolution of Rebel’s ‘Sport is Calling’ platform, shifting from a rally cry to a reflection of how sport lives in every corner of Australian life.
Tapping into Australia’s love of sport is nothing new, but imagining what the country would look like without it is the idea that drives this campaign. It challenges Aussies to reflect on what sport gives us – connection, confidence, joy, and to appreciate its role in shaping who we are.
Set in the fictional town of Wattleford, where the fields lie empty and the cheers have fallen silent, the story shows just how much sport shapes who we are.
“For 40 years, Rebel has been part of Australia’s sporting story, helping Australians move, play and connect,” Rosemary Martin, GM marketing & eCommerce at Rebel, said.
“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,” Martin added.
“It’s part of everything; the clothes we wear, what we talk about, who we idolise and how we connect with friends and family. This campaign celebrates the transformative role sport plays to enrich our lives,” Sophie Lander, managing director at The General Store, said.
“We wanted people to feel the moment sport calls for the first time. That sense of wonder and energy that lives in our blood,” Sharon Edmondston, executive creative director at The General Store, added.
Credits:
GM Marketing & eCommerce: Rosemary Martin
Head of Brand Experience: Adam Lee
Head of Marketing: Brock Coleman
Snr Mrktng Mgr Brand & Retail: Georgia Wilson
Creative Lead: Paige Lawless
Photographer: Tony Berlangieri
Creative agency: The General Store
Partner and 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
Stylist: Janai Anselmi & Jo Ayling
Post production: The Editors
Executive Producer: Rita Gagliardi
Sound: Mosaic
Composer: Adam Moses
Producer: Bill Doig
