Rebel imagines an Aussie town that sport never came to in new campaign via The General Store
Rebel has launched a new campaign, titled ‘Town Without Sport’, created with The General Store.
Imagine an Aussie town where no one ever kicked a ball, swung a bat or cheered from the sidelines. ‘Town Without Sport’ brings that idea to life through a vision that feels both unmistakably Australian and strangely un-Australian at the same time.
Tapping into Australia’s deep love of sport is nothing new, but imagining what our country would look like without it feels fresh. It challenges us to reflect on what sport gives us – connection, confidence, joy, and to truly appreciate its role in shaping who we are.
Town Without Sport marks a new and purposeful evolution of Rebel’s Sport is Calling platform, shifting from a rally cry to a deeper reflection of how sport lives in every corner of Australian life.
Set in the fictional town of Wattleford, where the fields lie empty and the cheers have fallen silent, the story shows just how much sport shapes who we are.
Says Rosemary Martin, GM Marketing & eCommerce at Rebel: “For 40 years, Rebel has been part of Australia’s sporting story, helping Australians move, play and connect.
“We simply couldn’t imagine a life without sport. It brings us together, strengthens our bodies and minds, and builds resilience in our youth. Town Without Sport reminds us what’s at stake when that disappears, and just how much sport gives back to all of us. This campaign is a step change for Rebel, connecting storytelling with strategy, and I couldn’t be prouder of what we’ve created.”
For The General Store, Town Without Sport explores the cultural weight of sport through the absence of it, using emotion and imagery rather than exposition to bring the idea to life.
Says Sophie Lander, Managing Director at The General Store: “This campaign celebrates the transformative role sport plays to enrich our lives.”“It’s part of everything; the clothes we wear, what we talk about, who we idolise and how we connect with friends and family.”
For Sharon Edmondston, Executive Creative Director at The General Store, the emotion lies in what’s missing: “We wanted people to feel the moment sport calls for the first time. That sense of wonder and energy that lives in our blood,” says Edmondston.
The campaign launches nationally on Sunday 2 November across TV, BVOD, social and OOH.
Client: Rebel
GM Marketing & eCommerce: Rosemary Martin
Head of Brand Experience: Adam Lee
Head of Marketing: Brock Coleman
Snr Mrktng Mgr Brand & Retail: Georgia Wilson
Creative Lead: Paige Lawless
Photographer: Tony Berlangieri
Creative agency: The General Store
Partner and CEO: Matt Newell
Partner: Danny Lattouf
Managing Director: Sophie Lander
Strategy Planner: Craig McLeod
ECD: Sharon Edmondston
Creative Team: Hannah Lawson & Jess Beal
Account Director: Pat de Silva
Production company: Rabbit
Director: Al Morrow
DOP: James Brown
Executive Producers & Partners: Alex Hay & Lucas Jenner
General Manager/Producer: Katrina Maw
Producer: Fiona Pakes
Stylist: Janai Anselmi & Jo Ayling
Post production: The Editors
Executive Producer: Rita Gagliardi
Sound: Mosaic
Composer: Adam Moses
Producer: Bill Doig
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