Problem:
Scottish Football Association was losing referees and struggling to attract new ones because of the way they're treated by players, coaches, parents, and fans. So the brief was simple - change behaviour and rebuild respect for referees from grassroots up.

Insight:
Referees aren’t outsiders. They’re as committed to the game as the players themselves.​ They train hard, sacrifice their weekends, and show up every time with the same passion and discipline. Without getting any of the glory or respect.

Solution:
We reframed referees as athletes. We brought real referees into the heart of the campaign, interviewing them about their commitment and love of the game.​ From that, we created a hero film that puts their dedication front and centre - following a real-life ref in the 24 hours before a grassroots match - ending on a twist. A simple but powerful message: referees are footballers too.