Case Study: rebel – Father’s Day: Thank You
For every drop-off, every sideline, every first catch.
For every drop-off, every sideline, every first catch.
Father’s Day doesn’t need grandeur—it needs truth. For rebel, we used the occasion not to promote product, but to celebrate the people who shape athletes long before the podium: dads.
The campaign, simply titled Thank You, brought together some of Australia’s most recognisable sporting figures—Michael Slater, Tim Cahill, Jessica Fox, Adam Ashley-Cooper, Anthony Minichiello, and Will Skelton—to reflect on the role their fathers played in their journey.
There were no sweeping camera moves. No stadium lights. Just green screen, natural expression, and a script built to move. The athletes spoke directly to camera, delivering heartfelt messages of appreciation to their dads—for the early mornings, the late nights, the patient coaching, and the unwavering support.
The emotional through-line was simple but powerful: Behind every great athlete, there’s someone who believed in them first.
We travelled to Shanghai to capture Tim Cahill—who was playing there professionally at the time—ensuring he could be part of the tribute. His presence added a global reach and further emotional gravity, as he recounted memories from back home while half a world away.
The campaign aired across digital, TV, and in-store media, with the strength of the voiceover and performances doing the heavy lifting. It required restraint. Confidence in simplicity. And a belief that when real athletes speak real words, audiences listen.
From a behavioural science lens, the campaign used emotional contagion, personal narrative anchoring, and moral elevation—inspiring gratitude not just in the athletes, but in the viewers who saw their own stories reflected in these tributes.
Results:
39% increase in brand favourability across male shoppers during the campaign
2.6M combined views across social, YouTube, and retail screens
21% uplift in gift card and accessories sales during Father’s Day week
Campaign ranked in top 5 for emotional resonance in rebel brand tracking
Re-shared and commented on by multiple sporting bodies and players' associations
Why it worked:
Because it spoke from the heart. Thank You showed that behind every hero’s jersey is a dad who carried the kit bag first. And rebel was proud to be part of that story.