The Super Rugby 2011 (previously Super 14) season is set to start in NZ/SAF/AUS with a new revamped three-Conference format. Melbourne Rebels are new to Super Rugby, by focusing on the struggle that may lie ahead WhyBin/TBWA/TEQUILA have developed a campaign to build support for the team from the ground up. Everyone loves an underdog, especially one's called: Mortlock, Cipriani, Lipman and Vuna.