Football Creator Bryan's Gunn Uses Clichés to Challenge Hunger Narrative in the UK

Following a competitive pitch, global creative agency The Romans has teamed up with cult football creator @BryansGunn to launch a striking new campaign for anti-poverty charity Trussell, using the clichés of football to challenge how we talk about hunger in the UK.

Launched as part of Trussell’s new Football vs Hunger campaign, the social-first content marks @BryansGunn’s first ever creator collaboration, and utilises his signature editing style.

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Mashing up iconic commentary, interviews and punditry, the film draws a sharp parallel between footballing hyperbole around ‘hunger’ and the very real fight millions face just to put food on the table.

The film features familiar footballing voices like Jürgen Klopp, Dion Dublin, Mary Earps, David Moyes, and Alex Scott, all repurposed in his heralded, glitch-heavy aesthetic.

Ellie Lambert, head of activations at Trussell, said, “From the very first conversation, it was clear that The Romans had an invaluable understanding of football fandom. They didn’t just get the language, they got the emotion, the rituals, the borderline nonsensical little in-jokes that make the culture what it is. That’s what made this campaign work. They took a serious issue and delivered it in a way that feels completely native to the football world, and the response so far shows just how deeply that’s resonated.”

Joe Burdon, head of sport and entertainment at The Romans, said, “It’s always a risk building a campaign around one specific creator, especially one with such a singular style, but we believed in the idea, Trussell believed in it, and most importantly, so did Bryan’s Gunn. He didn’t just get on board creatively; he visited a food bank in person the day before we went live, because he genuinely cares about the issue. That level of belief and integrity is rare, and it’s part of why the response has been so powerful.”

The campaign forms part of Trussell’s wider mission to unite the footballing world in the fight against poverty. Supporters are being encouraged to sign for Trussell FC, a symbolic team built on the belief that no one in the UK should need a food bank to survive. The initiative has already been backed by clubs across the UK including Liverpool FC, Everton, Motherwell, Peterborough United, and Glentoran.

Trussell joins a growing list of The Romans’ Sport and Entertainment clients, which includes WWE, Netflix, Brompton Bikes and Chivas Regal.