Stanley St and Rebel Sport team up for ‘Get Christmas Fit’

With New Zealand spending a solid part of the last few months in lockdown, it’s fair to say that many of us have put life on pause. Curtains drawn. Feet up. Belt buckles let out a few notches and commitments put on the back burner – Santa included.

This is why the Rebel Sport Christmas campaign makes perfect sense – Two annual scenarios we’re all too familiar with. Being a month out from Christmas with gifts to be bought. And being a month out from summer holidays with gains to be made.

In the hero ad, we see Santa say farewell to the milk and cookie scoffing, jolly guy as he draws a line in the non-existent snow and gets “Christmas Fit”.

What starts with a cutting article read by an unprepared Santa in his workshop, ends with a highly motivated Santa in the best shape of his life on the eve of the busiest day of his year.

Turning from the jolly guy to a jacked beast. Thanks to the help of Rebel Sport’s range of equipment that was waiting to be delivered inside Santa’s workshop.

It’s a fitspo journey the world’s been waiting to see. One that Santa’s never had the chance to take us on – until now…

Brad Collett, ECD says: “This year’s hilarious Christmas campaign is a change of pace for Rebel Sport, and we’ve had a lot of fun making it. This multi-channel idea, showing Santa’s week-by-week progress, is a clever way to keep our audience engaged in a cluttered Christmas market. This will put a smile on every kiwi’s face and be an idea loved by all of Aotearoa. It’s even inspired me to go for a pre-Christmas lunch run”.

“It takes a talented team of people to produce something like this through a lockdown, but thanks to our trusting Rebel clients and in-house production capabilities, we were able to bring the creative vision to life,” says Managing Partner, James McHoull.

In-house production wasn’t the only thing working to deliver this integrated campaign. Having the brand, social (Culture) and media under one roof meant Stanley St was able to shoot, edit, dispatch this campaign all within their bubble, and plan media that could elevate the creative idea from a series of sales events to an integrated brand solution. (Stay tuned for Santa’s journey on TikTok).

GM of Marketing and Strategy, Fiona Stewart says: “This Covid year has been tough on many New Zealanders, so we wanted to engage kiwis with a bit of fun, and put Rebel Sport at the top of their Christmas lists”.

Check out his very sporty Christmas going live 1st December.


Client: Rebel Sport
Creative Agency: Stanley St
Media Agency: Stanley St
Social Agency: Culture
Production Company: Film 360
Post: Stanley St
Director: Josh Frizzell
ECD: Brad Collett
Creative: Andrew Younge
Creative: Sam Henderson
Managing Partner: James McHoull
Account Director: Kirsty Mackintosh,
Project Manager: Kean Jones
Senior Producer: Leigh Woodhams, Matt McPhail
Executive Producer, Film 360: Sage Haggart
Media: Kim Leybourne
Social Creative: Angie Fredatovich
Social Account Director: Sophie Te Kani-McQueen

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