rebel's latest iteration of 'Sport Is Calling’ via The Monkeys

The stories of outback grazier Brendan Cullen, and Olympian Sinead Diver.


Sport can change your life. That’s the message behind retailer rebel’s latest brand campaign, created by The Monkeys, part of Accenture Song.

Building on the ‘Sport Is Calling’ brand platform established in 2020, the campaign features the sporting journeys of everyday Australians whose lives have been transformed by sport.

A series of films, directed by Finch’s Christopher Nelius, tell the stories of outback grazier Brendan Cullen and Olympian Sinead Diver.


"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," rebel GM eCommerce & marketing Rosemary Martin said.
 
Coinciding with a busy time on the sporting calendar, the integrated campaign inspires Australians watching on at home to start their own sporting journey.
 
The Monkeys creative director Adam Slater said 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," he said.

Credits:
Client: rebel
Chief Marketing Officer: Rosemary Martin
Head of Marketing: Brock Coleman
Content Director: Catherine Makinson
Marketing Specialist: Beth Thom
 
Creative Agency: The Monkeys, part of Accenture Song
Chief Executive Officer: Paul McMillan

Chief Creative Officer: Ant Keogh

Chief Strategy Officer: Michael Derepas
Strategy Director: Dave Collins
Chief Client Officer: Jaimee Kerr
Head of Design: Raph Tamkalis
Creative Directors: Adam Slater & Connor Beaver