No matter what code you play.
Creative agency The General Store has launched 'Football is everything', a film and wider campaign celebrating the many, diverse and personal meanings of football.
In the hero film, a young girl's innocent question "What does football mean?" sparks a dialogue between Australian athletes across Aussie Rules, Rugby League, Rugby Union and Soccer.
Isaac Heeney, Zac Lomax, Joseph Sua’ali’i, Ellie Carpenter and Mary Fowler respond with their respective code, before delving deeper into universal meanings that connect all football fans - community, family, tradition and passion.
The film culminates in a moment of unity as the young girl reveals that "Football is Everything" – a truth that resonates across all codes.
The General Store CCO Marcus Tesoriero said football holds a special place in Australian culture – no matter what code 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," he said.
The General Store managing director Sophie Lander said football means different things to different people across Australia.
"For some, it's AFL on a Saturday afternoon, for others it's a State of Origin match, or the Matildas inspiring a nation. But dig deeper, and you'll find football represents so much more – it's about belonging, passion, and connection," she said.
The integrated campaign spans digital, social media, and in-store activations, complemented by retail promotions across rebel's national store network.
The work extends across rebel's shop front windows and in-store visual merchandising, creating an immersive experience that reinforces rebel's position as the Home of Football.
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
