Frame eleven makes the spectator the referee

The referee is often the bogeyman of a football match. Everyone would have decided better. "Scheiss Schiri!" The Swiss Referee Association (SSV), the Zurich Region Football Association (FVRZ) and the Aargau Football Association (AFV) now want to counteract this bad reputation. Together with Frame eleven, they have developed a concept that turns the spectators themselves into referees. True to the motto: See for yourself and do it better!

In short video sequences, summarized on the specially developed website Werdeschiri.ch, five game situations are reenacted. Always filmed from the referee's point of view. And always with the same question at the end: "What is your decision?" Whether correctly or incorrectly tipped, if desired, everyone can immediately educate themselves with the slow-motion resolution and the Fifa rules.

The campaign was not based on a claim or advertising slogan, but rather on the desire to put the viewer in the referee's shoes. And this with a clear goal: to strengthen respect for the performance of referees. For SSV President Luigi Ponte, this was absolutely the right way to go: "Previous classic poster campaigns have had little effect. I am convinced that with this idea from Frame eleven, we are promoting a mentality where decisions can be made without finger-pointing. If the referee becomes a hero rather than a bogeyman, we will be able to inspire more people to become referees themselves." The authentic imagery supports this endeavor. No professional football world, but the broad base of football players is addressed. The design is fresh and young and above all self-explanatory. Only as much text as necessary, the referee has no manual on the pitch either. See, test, share. That is the motto.

The clients are the Swiss Referees Association (SSV), the Zurich Region Football Association (FVRZ), the Aargau Football Association (AFV) and SuvaLiv. Frame eleven was responsible for the concept and overall production, while the website was technically implemented by Kollektiv.

Oliver Aemisegger was the creative director of the project at Frame eleven. We spoke to him about the recently launched video campaign.

WW: How did the cooperation with the referee association and the football associations come about?
Oliver Aemisegger: The campaign came about through Luigi Ponte, the president of the Swiss Referees Association. In the past, the association had relied exclusively on poster advertising and was dissatisfied with the coverage. The posters hardly elicited any feedback and the association is in urgent need of new blood. That's why those responsible decided on an online campaign.

Were two real soccer teams used for the film scenes, or where did the footage come from?
Two real teams of referees were called in (laughs). We had initially planned to play the scenes with a soccer team. But then we had to change our plans at short notice and the referees from the association took over the task. Since they are not professional football players, we had to shoot the scenes several times until they looked somewhat credible. It was quite challenging because we were filming at night and had limited time on the pitch. But it was also pretty fun.

The videos make it clear how difficult it is to make a decision as a referee on the pitch. But can the associations also win referees in this way?
We have deliberately staged the topic as a game. In this playful way, we want to encourage people to dare to make decisions and to have fun making them. For the same reason, we did without an audience in the videos. A stadium with raging fans is a deterrent. Nobody likes to be the bogeyman. Last but not least, the humor between the lines was important to us. The video campaign should show that the associations were open to a pinch of self-irony.

How is it ensured that the campaign reaches those it affects - for example, those who insult and threaten the referees?
The campaign is disseminated primarily through the associations. They are also the central channel as far as young talent is concerned. Experience shows that most referees are recruited from footballers. Some measures are still open. But a social media campaign is certainly planned. With this, we want to address young target groups and hope that the videos will be shared.

Interview: Simone Isliker