Fresh work in Rebel’s new ‘Sporty Is Calling’ positioning campaign sets out to remind Australians what sport has to offer and seeks to motivate them ti reach their sporting potential.
The campaign, created by The Monkeys (Melbourne), was inspired by the fact that sport has the potential to transform the ordinary the everyday into something spectacular.
The objective is to showcase how sport can take the viewer to a new, more positive state of being and to position Rebel as a brand that wants to help more Australians transform their lives for the better and inspire everyone to chase their sporting dreams and passion – no matter how big or small.
The campaign was led by a hero TVC dramatizing the feeling sport can give: offering a way to thrive, to relieve stress and to escape the everyday. Shot by Good Oil’s Hamish Rothwell, the commercial drives home the message that sport, no matter which one, has never been more important to people’s wellbeing than it is now during the Covid-19 pandemic.
Launched on 11 October, ‘Sport Is Calling – Now More Than Ever’ is set to run nationally on television, social, digital, ambient and across out-of-home advertising.
“Sport plays an incredibly important role in all of our lives. Whether it be participating, or supporting, it can help to improve our physical and mental health. The new rebel campaign is a call to arms for all Australians to get involved,” said The Monkeys Melbourne CEO Paul McMillan.
Jenny Gulliver, General Manager Customer & Marketing at Rebel added: “We’re proud and excited to launch our distinctive brand campaign which has the ability to build a stronger emotional connection between Australians and their sport.”
The campaign was created for Rebel Managing Director Gary Williams, General Manager Customer & Marketing Jennifer Gulliver and Head of Creative Zoe Phillips by creative agency The Monkeys Melbourne (part of Accenture Interactive).
The production company was Good Oil with Director Hamish Rothwell, Executive Producer Simon Thomas, Producer Andrew McLean, DOP Germain McMicking, with Editor Lucas Baynes (ARC EDIT). The casting agency was Chameleon Casting, with post production by Blockhead VFX, production design by Jo Ford, with music by Level Two Music and sound handled by Paul Le Couteur and Ceri Davis at Squeak E. Clean Studios.
Comment:
Another smart and stylish campaign from the Australian sports apparel and equipment retailer and it follows on from the new positioning platform’s original launch ad back in April
and from its innovative late 2019 All Blacks ‘Godzilla’ in New Zealand (see case study).
Links:
Rebel
https://www.rebelsport.com.au/
https://www.facebook.com/RebelSport/
https://www.instagram.com/rebelsport/
https://www.youtube.com/user/Rebelsport
https://twitter.com/RebelSport_NZ
https://www.instagram.com/rebelsportnz
https://www.youtube.com/channel/UCzwjqCPvS3blA_y_YfjN_Xw
The Monkeys Melbourne
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