Rebel Sport and The General Store paint a bleak picture of sports-less Australia in new campaign
Wattleford residents being introduced to sports
Sports retailer Rebel Sport and creative agency The General Store have launched a campaign that emphasises how integral sport is to the Australian way of life.
Rebel’s “Town Without Sport” platform is set in the fictional town of Wattleford, where sporting activities and equipment are non-existent. It’s featured in a 60-second film that shows Wattleford’s residents talking about their everyday lives, until a rugby ball is discovered “in the middle of the road” and their worldview expands.
The campaign was designed to evolve Rebel’s 2020 “Sport is Calling” platform — a body of work it developed with The Monkeys Melbourne — while reminding consumers of sport’s influence on Australian society and the “connection, confidence, [and] joy” it gives people.
