SHARON EDMONDSTON
We wanted Aussies to imagine a town were sport never existed… no cheers, no games, just silence.
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Our 'Town Without Sport' campaign for Rebal brings this vision to life, asking what we'd lose if sport had disappeared from an Australian town. Instead of another rally cry, this chapter of Rebel's 'Sport is Calling' platform takes a deeper, emotional look at sport's place in our everyday lives… from connection and resilience to sheer joy.
Rebel. The Town Without Sport
We set our story in Wattleford, a fictional place where the fields are empty and the energy of play is missing. Collaborating with director Al Morrow (Rabbit), we captured the unique unease of a town untouched by sport, right down to conversations that stall and the biggest contest being counting clouds. But everything changes when a stranger arrives and simply asks "Wanna play?" – reminding everyone that sport is movement, connection and choosing to belong.
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This campaign uses cinematic craft, subtle storytelling and cultural detail to highlight how deeply sport is woven into Australia's identity. It's not just about the game, it's about community spirit and what happens when that spirit is missing.
Credits
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Agency: The General Store
Client: Rebel
Executive Creative Director: Sharon Edmondston
Writer: Hannah Lawson
Art Director: Jessica Beal
Director: Al Morrow (Rabbit)
DOP: James Brown
Post: The Editors
Sound: Mosaic
