Rebel Sport and Ogilvy & Mather spruce up a clubhouse wall using an anonymous graffiti artist

Rebel Sport has released the latest iteration of its ongoing winter campaign via Ogilvy & Mather which features a mysterious graffiti artist bringing a sports club’s motto to life at its clubhouse.

A Rebel Sport release says it wanted to take its winter campaign one step further with its new TVC through the art installation. The club it chose to embellish is Birkenhead AFC, which has the club motto: Hard work pays off.

The resulting TVC is a time-lapse video of the artist painting the club’s wall from scratch. Right from the line work to the filling, the shading and the colour, as the artist proves in front of our eyes that hard work really does pay off.

At the end of the ad appears the text: “Share your mantra with #teamspirit and we could be at your club next”.

The release says Rebel Sport wanted its campaign to be a celebration of Kiwis’ grit and relentlessness when it comes to sport, even when the cold weather draws in. “…with winter upon us, whether you’re part of the elite or someone that dabbles in any given sport at the weekend, we undeniably begin to rely on our mates even more to get us up and out; to push us; to help us face the weather and be the best we can be for ourselves and our teams.”

Rebel Sport’s previous TVC champions team spirit and the support and endurance needed to continue to play sports during the chilly winter months.

The spot features teams of men and women in various sports, with “Rebel Sport teams” cast in the clip including: Waitemata Rugby Club, Ponsonby Rugby Club, Auckland Hockey Association, Auckland Basketball and Shore Rovers Netball Club.

The Rebel Sport release says the public can look forward to a new art installation at a different sports club next month by its mysterious artist who has chosen to remain anonymous.

This is often the case with graffiti artists who would prefer to be recognised for their work rather than their person, such as the oft-referred Banksy.

And while graffiti art has traditionally been seen as a rebellious art form, often with some kind of political intention or anti-establishment statement, there seems to be more graffiti artists entering the commercial sector like this one. Perhaps this is one reason some mask their identities.

Fellow anonymous graffiti artists, duo BMD who wear their spray painting masks when talking to the media, discussed the commerciality of art with Massive Magazine:

“While we don’t agree with it, it depends on how you go about it. The cold hard reality of the world is that you need to produce something for someone to get a buck. Be as real as you want, but you can’t eat paint or pay your landlord with a painting. I’d much rather see someone making rent from their creative talents, than from making burgers for $11.38 an hour. I personally think fuck a day job. You only get one shot, so believe that the most fulfilling way to make a living is through your own ideas. But you got to draw the line somewhere. The last thing we want is big Glassons x CFG billboards.”


Client: Rebel Sport

Group Marketing Manager: Tanya Laurence

Agency: Ogilvy & Mather New Zealand

Creative Director: Rupert Hancock

Creative Group Head: Darran Wong-Kam

Senior Art Director: Gaelyn Churchill

Planning Director: Ben Fielding

Group Account Director: Susan Browne

Senior Account Director: Maria Hodgson

Produced by: Steen Bech

Filmed by: Jamie Wright & Steen Bech

About Author

Comments are closed.