You have to hand it to The Monkeys, now is the perfect time for the ad message, “sport can change your life”. Olympics enthusiasm is even making couch potatoes think about putting on a pair of trainers – if only for a month or so (or until the next international sporting event). And this year more than most. Life is tough right now. Hope is a glistening enticement.
The message is the foundation of The Monkeys’ new campaign for sports retailer, rebel.
It builds on the Sport Is Calling brand platform established in 2020 and features the incredible sporting journeys of two everyday Australians whose lives have been transformed by sport.
The campaign’s series of films, directed by Finch’s Christopher Nelius, tells the stories of outback grazier, Brendan Cullen, and Olympian, Sinead Diver.
The Monkeys creative director, Adam Slater, stated, “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.”
Rosemary Martin, rebel general manager ecommerce & marketing, added, “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.
Credits:
Client: rebel
Chief Marketing Officer: Rosemary Martin
Head of Marketing: Brock Coleman
Content Director: Catherine Makinson
Marketing Specialist: Beth Thom
Creative Agency: The Monkeys, part of Accenture Song
Chief Executive Officer: Paul McMillan
Chief Creative Officer: Ant Keogh
Creative Directors: Adam Slater & Connor Beaver
Art Director: Ben Horewood
Copywriter: Michelle Canning
Chief Strategy Officer: Michael Derepas
Strategy Director: Dave Collins
Chief Client Officer: Jaimee Kerr
Head of Design: Raph Tamkalis
National Head of Production: Romanca Mundrea
Senior Producers: Simone O’Connor & Katherine Muir
Account Director: Ella Goldberg
Account Manager: Eden French-Putu
Production Company: Finch
Director: Chris Nelius
Managing Director: Corey Esse
Producer: Anna-Tara Sneddon
DOP: James Brown, Max Walter
Casting Company: Felicity Byrne Casting
Casting Agent: Felicity Byrne
Post Production: Heckler
Producer: Jess Walley
Editor: Andrew Holmes
Colourist: Fergus Rotherham
Online & VFX: Drew Downes & Julian Ford
Motion Designer: Jordan Sykes
IO: Dan Page & Liam McConville
Sound: Squeak E. Clean Studios
Executive Producer: Ceri Davies
Senior Engineers: Paul Le Couteur & Dee Gjedsted
Music: Terry Mann
