Rebel Sport celebrated Mother’s Day through a New Zealand campaign that paid tribute to some of the nation’s ‘true sporting heroes’.
The social media campaign content was built around a short social film featuring interviews with the mothers of several well-known New Zealand athletes including rugby stars Sam Cane and Israel Dagg, as well as cricketer Ross Taylor and swimmer Sophie Pascoe.
The sportswear retailer’s initiative was developed in harness with social content
Culture is a social marketing agency specialising in social media, content creation, influencer and marketing agency Culture and the focus of the interviews was to highlight the selfless dedication mothers provide focused purely on their child’s success.
Shared by both Rebel Sport and the athletes, the made-for-social emotive content was structured to reveal only at the end, that the success the mothers are talking about, was not their own, but their child’s – giving us a deeper appreciation of them, and our own mothers too.
According to Fiona Stewart, the general manager of marketing and strategy at Rebel Sport parent Briscoe Group said that the aim was to focus on a few of New Zealand’s mother/child relationships where that dedication has ultimately helped their child to succeed in the international sporting world.
“It’s so important to stop and take moments like these to recognise the true heroes behind New Zealand athletes, and the commitment that has gone into getting them to where they are today,” explained Stewart.
“It was a privilege to produce this on behalf of Rebel Sport,” commented Culture business director Ryan Newton.
“Being welcomed into the homes of these families was really special. When we spoke with the mothers, you could feel just how proud they are of their children. It’s obvious that for these mums, the late nights, early starts, driving them to practice, and piles of washing, was all worth it. They’re the true sporting heroes!”
Israel Dagg added: “It’s not very often my mum gets the limelight, but her support and all that she’s done for me over the years, really has played such an important role in my success. For Rebel Sport to highlight not just my mum, but all those heroes behind athletes, is just so awesome.”
The campaign for Briscoe Group’s Rebel Sport was created for Briscoe’s GM of marketing and strategy Fiona Stewart and marketing manager Liz Hanrahan, by a team from agency Culture that included business director Ryan Newton, creatives Tsieske Van den Broek and Angie Fredatovich, plus videographer and editor Jay Hall.
Comment:
Parental roles and dedication, particular that of mothers, is something that is too often overlooked in the sports stories surrounding many of the world’s most famous elite athletes.
This NZ campaign aims to readjust the balance.
Links:
Rebel Sport
https://www.facebook.com/RebelSportNZ/
https://www.instagram.com/rebelsportnz/
https://www.youtube.com/channel/UCzwjqCPvS3blA_y_YfjN_Xw
Culture
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