Australia – Australian sports brand retailer rebel has released its latest campaign via The Monkeys, which is a subsidiary of advertising agency Accenture Song.
Building on the ‘Sport Is Calling’ brand platform established in 2020, the campaign features the incredible journeys of Australians whose lives have been radically transformed by sport.
Specifically, the campaign spreads its message through a series of films, directed by Finch’s Christopher Nelius, telling the incredible stories of outback grazier Brendan Cullen, and Olympian Sinead Diver.
Coinciding with a busy time on the sporting calendar, the integrated campaign also aims to inspire Aussies watching on at home to start their own sporting journey.
Talking about the campaign, Rosemary Martin, GM of ecommerce & marketing at rebel, said, “Brendan and Sinead’s stories demonstrate rebel’s belief that sport can be the catalyst for incredible change and growth in our lives. Not just physically, but mentally too.”
Meanwhile, Adam Slater, creative director at The Monkeys, commented, “Sport really is stranger than fiction. Whether it’s a farmer who dealt with a drought by swimming laps of the dam, or a 47-year-old I.T professional turned national record holder, we’ve loved unearthing the best sports stories Australia has never heard of.”