Case Study: Rebel – Whatever Your Endgame
Because every game-winning moment begins somewhere.
Because every game-winning moment begins somewhere.
Whatever Your Endgame was a proof-of-concept campaign for Rebel’s proposed new positioning, “Start Right.” Developed in partnership with Deloitte, the campaign set out to explore how a brand built on breadth and value could also credibly own the emotional territory of performance beginnings—the unseen graft behind the public glory.
We open in stillness. Kieran Jack lines up for a goal. Greg Inglis stares down the try line. The noise fades. The world narrows to breath, heartbeat, focus. Then—just as they step into the moment—we break time.
Each athlete flashes back to childhood: early morning training sessions, muddy fields, missed kicks, makeshift cones, schoolyard scrums. The grind. The repetition. The slow, invisible climb. These flashbacks remind us: that moment under the spotlight? It started years ago, far from any stadium.
We return to the present—boot connects with ball. The moment lands. The message: Whatever Your Endgame, Start Right.
Creatively, the campaign balanced scale with intimacy. Hero talent gave it credibility. But it was the quiet detail—the rusty goalposts, the parent waiting in the car, the younger self staying late on the field—that grounded it emotionally.
Though the Start Right brand platform was ultimately shelved following a change in Rebel’s leadership and agency roster, this campaign delivered on its own terms—earning strong emotional engagement and commercial cut-through.
Results:
4.3M combined views across TV, digital, and social platforms
37% uplift in youth sportswear category during campaign window
Strong positive sentiment across social channels, with many users tagging parents, coaches, or their younger selves
Post-campaign brand tracking showed a 19% lift in "helps me get started in sport" brand association
Campaign structure later reused in modified form for back-to-school and seasonal junior sport activations
Why it worked:
Because it made “Start Right” more than a slogan—it made it feel personal. Whatever Your Endgame invited Australians to see the long arc of sport, from backyard beginnings to big-league dreams. Even if the platform was paused, the impact wasn’t.