Rebel has unveiled a new campaign titled ‘Football is Everything’ in collaboration with creative agency The General Store. The initiative seeks to celebrate the diverse and personal meanings of football across various codes in Australia, including Aussie Rules, Rugby League, Rugby Union, and Soccer.

The campaign’s centrepiece is a hero film featuring a young girl posing the question, ‘What does football mean?’ This query elicits responses from notable Australian athletes such as Isaac Heeney, Zac Lomax, Joseph Sua’ali’i, Ellie Carpenter, and Mary Fowler. The film underscores universal themes of community, family, tradition, and passion that resonate with football fans across the nation.

The campaign extends beyond the film, incorporating digital, social media, and in-store activations, alongside retail promotions throughout Rebel’s national store network. The shop front windows and in-store visual merchandising are integral components of the campaign, designed to create an immersive experience for customers.

Marcus Tesoriero, Chief Creative Officer at The General Store, commented on the campaign’s cultural significance. “Football holds a special place in Australian culture – no matter what footy you choose. By bringing together the biggest stars from all codes in one campaign, we’re celebrating the many meanings of football while showcasing rebel as its true home,” he said.

Sophie Lander, Managing Director at The General Store, highlighted the multifaceted nature of football in Australia. “Football means different things to different people across Australia. For some, it’s AFL on a Saturday afternoon, for others it’s a State of Origin match, or the Matildas inspiring a nation. But dig deeper, and you’ll find football represents so much more – it’s about belonging, passion, and connection,” Lander stated.

Rosemary Martin, GM of eCommerce & Marketing at Rebel, praised the creative execution. “The General Store have created something that perfectly captures the spirit of football in Australia while reinforcing rebel’s commitment to all codes of the game,” Martin remarked.

The General Store, established in 2012, is known for its expertise in retail strategy and innovation. The agency works across various domains, including strategy, advertising, and digital technology. This collaboration with Rebel is part of their ongoing efforts to leverage creative storytelling in retail marketing.

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