Rebel Demonstrates the Transformational Power of Sport in New Campaign with The Monkeys
Building on the ‘Sport Is Calling’ brand platform established in 2020, the campaign features the incredible sporting journeys of everyday Australians whose lives have been radically transformed by sport.
A series of films, directed by Finch’s Christopher Nelius, tell the incredible stories of outback grazier Brendan Cullen, and Olympian Sinead Diver.
Says rebel GM ecommerce & marketing, Rosemary Martin, “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.”
Coinciding with a busy time on the sporting calendar, the integrated campaign inspires Aussies watching on at home to start their own sporting journey.
The Monkeys creative director Adam Slater adds, “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.”
