Suomen Palloliitto
WOULD YOU MAKE A GOOD REFEREE?
Context
Finnish football needed more referees.
But referees are often judged more than they are understood.
The challenge was not only to recruit more people. It was to make refereeing feel like a role worth choosing.
Approach
We moved the focus from rules and decisions to the people making them.
Real referees shared what the role had given them.
A closer connection to football. Responsibility. Confidence. Community. Extra income.
Each story led to one question: Would you make a good referee?
The stories became recruitment films and social content. An online quiz helped people recognise the qualities they already had and consider whether refereeing could be for them.
The campaign ran across TikTok, Instagram, Facebook, YouTube and Palloliitto’s own channels.
Impact
The campaign gave refereeing a human face and presented it as an active way to stay close to the game. The quiz drew strong participation, and the campaign gained broad earned-media coverage.
My role
Art Direction · Visual Design · Directing · Multichannel Production · Video Editing
Concept and campaign created together with my copywriter partner.
