Federation and Rebel Sport encourage Kiwis to get out for a run this summer

Independent creative agency Federation has launched its first campaign for retailer Rebel Sport, with a nationwide summer brand platform that celebrates running.

Rebel Sport head of brand Caylie Honeycombe says New Zealand is a nation of runners.

“For Rebel Sport, our role isn’t just about personal bests and training for marathons, it’s also about inclusivity and being there for all the everyday Kiwis who want to give running a go.’’

Launching this week, Rebel Sport’s new, fully-integrated ‘It all starts here’ campaign hits TV, out of home, in-store, crm and social channels.

Creative appeal and energy

Honeycombe says: “We chose to work with Federation for their creative appeal and energy to Rebel Sport’s summer running focus. It’s been a brilliant and easy collaboration from the word go. Their team have worked seamlessly with our own internal creative and production teams. They helped us bring the story of running to life in a way that’s emotional, relatable and uniquely Kiwi, across all our customer touchpoints.”

Federation chief creative officer Brad Collett says at the heart of the campaign is that shared belief of New Zealanders: that sport and running is for everyone.

“For the dreamers, the triers and especially the ones who aren’t running to win. This insight, combined with the truism that it was a Kiwi, Arthur Lydiard, who invented the concept of jogging, helped sparked the idea, ‘It all starts here’.

“Rebel is the spark that turns a jog into a sprint, and your first try at running into a triumph.”

Capturing the running journey

Director James Anderson delivered the suite of campaign assets and content including 30”, 15” and multiple 6” films, as well as creative for OOH, digital, in-store and social media.

Collett adds: “We’ve been both collaborative and nimble in bringing this one together, even pulling in friends and family to feature in the production, to add authenticity and a sense of community.”

The campaign captures the journey of running across generations, with the film opening on a young girl learning to tie her shoelaces for the very first time. It closes with an experienced runner hitting their stride.

In between, it showcases the many ways Kiwis take to the pavement, reinforcing how easy, healthy and rewarding it is to simply get out there and run.

The bespoke soundtrack was put together by Peter Van der Fluit at Liquid Studios. He reimagined children’s shoelace rhyme “Bunny Ears” into a modern score that that ties the story together.

Federation managing director Olly Walker-Boden says for a retailer with a strong emphasis on customer touchpoints, every part of this campaign has been about driving inclusivity, energy and joy.

“All the things that make sport such a unifying part of Kiwi life. We’re thrilled to kick off our partnership with the Rebel Sport team with this great work.”

The post Federation and Rebel Sport encourage Kiwis to get out for a run this summer appeared first on stoppress.co.nz.

stoppress.co.nz