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Let Them Ref.
Client: Scottish Football Association
Agency: Bright Signals
My role: Ideation, Scripts, Tagline, Ad copy, Voiceover session direction, Shoot oversight
Awards: 1 x Bronze The Marketing Society Star Awards 2026 (Marketing in Society)
1 x Bronze The Marketing Society Star Awards 2026 (Lifestyle & Leisure)
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.
The brief was simple: change behaviour and rebuild respect for referees across the game.
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 glory or respect.
Idea
Reframe referees as athletes, putting their commitment and love of the game front and centre.
I brought real referees into the heart of the campaign, interviewing them to shape the narrative and script of the campaign film, ultimately challenging audiences to treat them with the respect they deserve.
After the campaign went live, reports of “tough experiences” from referees dropped by 77%, while poor sideline behaviour fell by 87% — a dramatic shift how referees are treated across Scottish football.
Based on the same creative treatment, I then wrote a series of recruitment ads
designed to inspire young people to consider a career as a referee.
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