‘This was a special project’: rebel and The General Store team for touching Christmas campaign

This is part of Mumbrella’s 2023 Christmas campaign coverage. Click here to see other articles in the series. 

Sports retailer rebel has launched a touching Christmas campaign, reigniting a mother’s passion for running, via creative agency The General Store.

The spot shows a young boy discovering old photos of his mum, a hardworking nurse, learning that she used to be a marathon runner. He works hard to make some money and buy her some running shoes for Christmas, seeking to reignite her passion.

“The ‘Sport is a Gift’ campaign captures the essence of the transformative power of sport and its ability to change someone’s life,” said Rosemary Martin, general manager of marketing and ecommerce at rebel.

“It highlights the generosity and spirit of the festive season, along with the importance of love and connection.”

Marcus Tesoriero, chief creative officer at The General Store, added: “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.

“This was a special project to work on with rebel,” he continued. “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 agency recently launched another Christmas campaign for Salvos, showcasing the meaningful beauty of preloved and unique gifts.

“We wanted to take a more entertaining approach to Salvos Stores’ serious message of sustainability and community support – highlighting how much a gift from Salvos Stores would really mean to someone,” Tesoriero said.

Target and Michael Hill Jeweller have also launched their 2023 Christmas campaigns, via AJF Partnership and CHEP Brisbane, respectively – ‘Target All The Way’ and ‘A Christmas to Remember’.


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