The Monkeys launches ‘Sport can change your life’ for rebel

The Monkeys launches 'Sport can change your life calling' for rebel

“We’ve loved unearthing the best sports stories Australia has never heard of.”

The Monkeys, part of Accenture Song, has launched the latest campaign for sports retailer rebel under its existing Sport is Calling brand platform established in 2020. This iteration carries the message: Sport can change your life.

Directed by Finch’s Christopher Nelius, the campaign is made of a series of films that celebrate the transformative power of sport in the lives of everyday Australians. It features the stories of outback grazier Brendan Cullen and Olympian Sinead Diver.

“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,” said rebel general manager eCommerce and marketing, Rosemary Martin.

“Sport really is stranger than fiction,” added The Monkeys’ creative director Adam Slater.

“Whether it’s a farmer who dealt with a drought by swimming laps of the dam, or a 47-year-old IT professional turned national record holder, we’ve loved unearthing the best sports stories Australia has never heard of.”


The work builds on The Monkeys’ recent success at the Cannes Lions International Festival of Creativity last month, where the agency won the Film Grand Prix for its Sydney Opera House campaign, Play it Safe.

This campaign was one of two awarded the Grand Prix in the Film category, alongside Paris-based agency Marcel’s WoMen’s Football campaign for French telecom company, Orange.

See also: The Monkeys take home Grand Prix for Play it Safe campaign on the final day of Cannes Lions

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
Chief strategy officer: Michael Derepas
Strategy director: Dave Collins
Chief client officer: Jaimee Kerr
Head of design: Raph Tamkalis
Creative directors: Adam Slater and Connor Beaver

Art director: Ben Horewood
Copywriter: Michelle Canning
National head of production: Romanca Mundrea
Senior producer: 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 WalterPost 

Casting company: Felicity Byrne Casting
Casting agent: Felicity Byrne

Post production: Heckler 
Producer: Jess Walley
Editor: Andrew Holmes
Colourist: Fergus Rotherham
Online and VFX: Drew Downes & Julian Ford
Motion designer: Jordan Sykes
IO: Dan Page & Liam McConville
Sound: Squeak E. Clean Studios
Executive producer: Ceri Davies
Senior engineer: Paul Le Couteur & Dee Gjedsted
Music: Terry Mann

Top Image: Sinead Diver

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