Football is everything in new star-studded Rebel campaign
Football means different things to different people, both literally, with the various codes given the name, and on a deeper level.
The General Store and rebel has teamed up to celebrate the many diverse and personal meanings of football, no matter which code you play.
In the hero film, a young girl’s innocent question “What does football mean?” elicits answers from Australia’s biggest sporting stars across different ‘football’ codes: Aussie rules, rugby league, rugby union, and soccer.
The commercial stars the likes of Isaac Heeney, Zac Lomax, Joseph Sua’ali’i, Ellie Carpenter and Mary Fowler, and all agree: Football is everything.
Marcus Tesoriero, chief creative officer at The General Store, explains: “Football holds a special place in Australian culture – no matter what footy you choose. By bringing together the biggest stars from all codes in one campaign, we’re celebrating the many meanings of football while showcasing rebel as its true home.”
The integrated campaign spans digital, social media, and in-store activations, complemented by retail promotions across rebel’s national store network with shop front windows and in-store visual merchandising
Credits:
Client: rebel
General Manager of E-commerce and Marketing: Rosemary Martin
Head of Marketing: Brock Coleman
Business Marketing Manager – Performance Sports: Paul Munce
Marketing Specialist – Performance Sports: Aaron Hutchinson
Creative agency: The General Store
Partner and CEO: Matt Newell
Partner: Danny Lattouf
Managing Director: Sophie Lander
Strategy Director: Andrew Kohn
Chief Creative Officer: Marcus Tesoriero
Associate Creative Director: Chris Ching
Design Lead: Luke Mathers
Account Director: Pat De Silva
Production: Chisel
Director: Emily Mays
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Nathan Jolly is the Features Editor at Mumbrella. He joined the team in July, 2023.
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Yawn… why do all these Rebel ads look the same?
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