The Hungry Games

Client: Trussell

“Bin dippers.” “Feed the Scousers.” “Eating rats in their council house.” Poverty has long been a punchline in football. But with Trussell, we used that same tribal language for real-world good.

Partnering with cult football creator Bryan’s Gunn, we built a remix style hero video using the word “hunger” as fans hear it every weekend, before landing it with the real thing. Launched on X, the platform most brands avoid but where football culture thrives, the campaign launched around the Merseyside derby. The result? Over 500,000 views, 13 clubs signed the Football vs Hunger Charter, and a new conversation about food banks in the language fans actually speak.