Capturing the essence of the transformative power of sport.
The General Store has launched a Christmas campaign that follows the touching journey of a young boy giving his mother a meaningful gift to lift her spirits through the holiday period.
Rosemary Martin, general manager of marketing and e-commerce at rebel, said the ‘Sport is a Gift’ campaign captures the essence of the transformative power of sport and its ability to change someone’s life.
"It highlights the generosity and spirit of the festive season, along with the importance of love and connection," she said.
In the hero film, the boy stumbles upon faded photos of his mother, a hardworking nurse who he discovers was a marathon runner in her former life.
Inspired, he seeks to reignite his mum’s passion for sport and reconnects her with a forgotten part of her identity.
Marcus Tesoriero, chief creative officer at The General Store, said 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,” he said.
"This was a special project to work on with rebel. 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 ‘Sport is a Gift’ integrated campaign is rolling out across cinema, online video, social and broadcast video on demand. The film was directed by Patrick Fileti, whose client experience spans Google, Canon, Lexus and Porsche.
Utilising The General Store’s experience in architecture and interiors, the work also extends across all of rebel’s shop front windows and in-store visual merchandising.
Martin said this campaign is a tremendous build on rebel's long-term relationship with The General Store.
"They have drawn on their expertise, from in-store architecture to integrated brand comms, bringing this work to life in its entirety. The General Store has done an exceptional job of shining a light on rebel’s brand purpose and creating something memorable,” she said.
Credits:
Client: rebel
General Manager of E-commerce and Marketing: Rosemary Martin
Head of Marketing: Brock Coleman
Business Marketing Manager – Health & Wellbeing: Olivia Stacy
Head of Brand & Creative: Zoe Phillips
Belinda Natoli: Marketing Associate
Creative agency: The General Store
Partner and CEO: Matt Newell
Partner and Chief Strategy Officer: Danny Lattouf
Chief Creative Officer: Marcus Tesoriero
Art Director: Daniel Li
Copywriter: Mitch Taylor
Group Account Director: Natalie Alaimo
Account Director: Chloe Geggus
Agency Producer: Hamish Roxburgh
Production Company: Clockwork Films
Director: Patrick Fileti
Director of Photography: Campbell Brown
Executive Producer: Rosie Parker & Heath George
Editor: Matt Maunsell
Colourist: Yanni Kronenberg
Music: Love by Facesoul
Sound design: Smith & Western
