Case Study: rebel Christmas – Rebel Street
One street. Every kind of sport. One store. Every kind of gift.
One street. Every kind of sport. One store. Every kind of gift.
Each Christmas, rebel shifts gears—trading high-performance grit for high-spirited joy. And in Rebel Street, we created a festive campaign that showed just how far rebel’s range stretches, and how deeply it fits into the lives of everyday Australians.
The brief was clear: celebrate the breadth of the offer, the joy of summer gifting, and the role rebel plays in family moments across the country. The result was Rebel Street—a sun-drenched slice of suburban Australia, brought to life through movement, colour, and community.
We open on a cul-de-sac. A 13-year-old boy coasts down the street on his bike—towel slung over his shoulder, Adidas tee on, helmet clipped. As he rides, we track with him—and the world of rebel unfolds around him.
A backyard cricket game, wickets chalked on the bin. Skate ramps alive with movement and kids in full safety gear. Graphics pop up in-scene, pointing out product categories—inflatables, protective wear, skate, team sport—signposting the range without losing the joy. We wanted every viewer, from savvy shopper to half-watching parent, to get the message: rebel has it all.
The boy throws down his bike and runs through a neighbour’s garage—passing parents mid-treadmill session (hello, fitness category), bursting out onto a backyard pool scene where a group of kids are already in full cannonball mode. His little sister eyes the pool, runs, and bombs in—cue a joyful water splash that seamlessly transitions into a water pistol battle as the laughter spills across the lawn.
We crane up. The street sign reads: Rebel Street. Below it, an entire neighbourhood in motion—families playing, training, swimming, laughing. A classic Australian summer Christmas, powered by gifts that move.
From a behavioural perspective, the campaign tapped into social proof, emotional association, and category fluency—anchoring rebel’s product range not in claims, but in use. It also activated seasonal priming, wrapping the functional offer in emotional relevance just as shopping intent peaked.
Results:
36% lift in Christmas-period foot traffic across rebel stores nationally
5.9M video views across TV, digital, social, and in-store channels
42% uplift in multi-category baskets (e.g. apparel + fitness + team sport)
+24% in aided brand recall post-campaign among general sporting goods shoppers
Highest-performing rebel Christmas campaign to date in retail ROI and engagement
Why it worked:
Because it showed a whole street brought to life—not by fiction, but by function. Rebel Street wasn’t just festive. It was physical, joyful, and full of motion. The kind of Christmas only rebel could deliver.