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"Rebel Sport’s ... positioning allows the flexibility to explore interesting sporting facts, an athlete’s motivation or what it means to be a sportsperson in NZ," says Ogilvy executive creative director Angus Hennah. "This interesting fact comes from a French neuroscientist Guy Azemar and was published in ‘The Left Stuff’ by Melissa Roth."

Rebel Sport has effectively managed to differentiate its offering through advertising that doesn't rely solely on the standard retail approach, which focuses predominantly on price and product.

Instead, the sports company combines standard retail messaging with creative spots that serve to present the brand as an expert in the field.



By Damien Venuto

Rebel Sport New Zealand
Group Marketing Manager: Tanya Laurence

Agency: Ogilvy & Mather
Executive Creative Director: Angus Hennah
Creatives: Gaelyn Churchill, Steve Hansen
Group Account Director: Sandra Daniel
Account Director: Darryl Rogers
Account Executive: Daniel Hughes
Producer: Steen Bech

Production Company: Film 360
Director: Matt Holmes
DOP: Duncan Cole
Producer: Rachel Blampied
Grade: Ben Marshall
VFX & Animation: Gonzalo Deza
Sound Design: The Coopers of Franklin Road