Rebel Sport urges Aussies to ‘show your colours’

Rhubarb, the specialist retail agency launched last month by ex-BMF creative Helen Cowley, has unveiled new work for founding client The Rebel Group, the sports retailer. The ‘Show your colours’ campaign, which breaks on Sunday, aims to encourage Australians to get behind their teams as the AFL and NRL seasons progress.

“We wanted to create an ad that would play to the emotions of Australian supporters who live and breath sport, and motivate them to come to Rebel Sport and buy player and supporter products. The campaign had to be aspirational, to engage with consumers on an emotional level,” said Cowley.

“The insight we used was the fact that emotions of a sports fan run wild throughout a season. From intense passion to fear. From determination to concern. From joy to anger and from disappointment to relief. The one thing that remains true though is their undying support for their team,” she added.


  • Client: The Rebel Group
  • Agency: Rhubarb
  • Production company: Luscious International

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.