Rebel Sport offers ‘Wilson’ the volleyball to Kiwis to provide companionship in Out-of-Home partnership with JCDecaux

May - 2020


New Zealand sporting equipment company Rebel Sport is offering the Wilson volleyball, made famous by Tom Hanks’ character in the Hollywood film Castaway, as a symbol of companionship to Kiwis in isolation due to the COVID-19 pandemic, in a clever Out-of-Home campaign offered by JCDecaux.

In the film, Tom Hanks’ character Chuck Noland is isolated on a desert island for four years, and during that time secures a volleyball he names Wilson, made by Wilson Sporting Goods, as his personified friend and companion. The Rebel Sport creative concept, by agency Stanley St, is a humorous, hyperbolic example of Kiwis’ experiences in isolation during Stage 4 and Stage 3 restrictions.

Rebel Sport will sell Wilson the volleyball, along with various other sporting goods, online to Kiwis during Stage 3 restrictions introduced to help reduce the spread of the coronavirus.

As JCDecaux strives to maintain strong relationships with creative agencies that push the boundaries and take risks when it comes to creative ideas, the Out-of-Home company will feature this innovative, contextually relevant Rebel Sport campaign on seven premium digital screens across Auckland, Wellington and Christchurch at no cost.

“This clever and topical creative execution demonstrates the power of Out-of-Home to connect and resonate with our citizens and bring a smile to their faces during these testing and uncertain times. We partnered with Rebel Sport to help bring this great creative idea to life on our sites to form meaningful emotional connections as people start to venture out of their homes,” JCDecaux New Zealand Country Head, Mike Watkins, said.


Creative Agency: Stanley St.
Executive Creative Director: Regan Grafton
Head of Media: Andrew Reinholds
Creative: Angelo An
Creative: Alan Jones