Entitled 'Rebel to Rebel', the campaign highlights the monumental task of trying to launch The Rebels, the first International Rugby Union team in Melbourne. A state already obsessed with another code of football. It’s about choosing the difficult option. Taking the harder route to glory. And their sponsor, the bank RaboDirect, who live in the risk adverse world of banking, have put their hand in their pocket to make this happen, are also a Rebel.