rebel has launched a new Christmas campaign (yes, already) via The General Store.
The campaign was inspired by rebel’s brand purpose — the transformative power of sport — and follows the touching journey of a young boy giving his mother a meaningful gift to lift her spirits through the holiday period.
The integrated campaign is rolling out across cinema, online video, social and broadcast video on demand
Rosemary Martin, general manager of marketing and e-commerce at rebel said: “The ‘Sport is a Gift’ campaign captures the essence of the transformative power of sport and its ability to change someone’s life. It highlights the generosity and spirit of the festive season, along with the importance of love and connection.”
In the hero film, the boy stumbles upon faded photos of his mother, a hardworking nurse who he discovers was a marathon runner in her former life. Inspired, he seeks to reignite his mum’s passion for sport and reconnects her with a forgotten part of her identity.
“Sport is a powerful thing. It can help prevent sickness and lift mental health. But sport is more than just competitive games like basketball and tennis. It can be anything from an hour of yoga to a walk with the dog. Sport can boost endorphins and even bring a higher purpose to people’s lives,” said Marcus Tesoriero, chief creative officer at The General Store.
“This was a special project to work on with rebel. We wanted to show how sport can be a much more meaningful gift at Christmas time – an opportunity to help friends and loved ones be more active and ultimately help them live better lives.”
The film was directed by Patrick Fileti, whose client experience spans Google, Canon, Lexus and Porsche.
Utilising The General Store’s expertise in architecture and interiors, the work also extends across all of rebel’s shop front windows and in-store visual merchandising.
“This campaign is a tremendous build on our long-term relationship with The General Store. They have drawn on their expertise, from in-store architecture to integrated brand comms, bringing this work to life in its entirety,” said Martin.
“The General Store has done an exceptional job of shining a light on rebel’s brand purpose and creating something memorable,” she added.