Chaotic humour and wild visuals continue to be agencies’ go-to to reach Gen Z. VCCP and ready-to-drink flavoured milk brand, Müller FRijj, add to the madness of their campaign, Embrace the URjj, that last year
featured billboards with Müller FRijj bottle-shaped holes in the centre to give the illusion that someone has embraced ‘the URjj’: grabbing the bottle from the poster.
The new work, Just feel the Urjj, turns its attention to Gen Z specifically. In a world where these young men are being told to hustle harder, grind more, and take life seriously, Müller FRijj offers a much-needed antidote to all that noise. The campaign repositions Müller FRijj as a mischievous, nonsensical escape from the pressures of modern life.
The 20-second hero commercial film plays with usual content formats by spoofing self-serious influencer culture – finance bros, gym gods and alpha motivators – before exploding into absurdity with a chaotic rush of Urjj energy as the Müller FRijj bottle takes over.
George Wait, creative director at VCCP, commented, “Young men today are being bombarded by finance bros, looksmaxers, and alpha influencers — all telling them they need to look a certain way and be infinitely wealthy to avoid being considered a failure. We wanted to remind our audience that it’s okay to take a step back and just enjoy yourself – to put the hustle on hold and treat yourself to something as simple as a nice, tasty milkshake and a dollop of nonsense.“
VCCP’s own creative director, George Wait, directed the campaign – the idea being to create frenetic, high-energy visuals that feel as if the algorithm has had a sugar rush. VCCP’s global content creation studio, Girl&Bear, led production across design, post-production and audio, while Bernadette, VCCP’s digital experience agency, managed the animated DOOH and social assets. EssenceMediacom handled media planning and buying across platforms including TikTok, Meta, YouTube, roadside and transport OOH.
The campaign, targeting 16–24-year-old men, Britain’s milkshake-drinking heartland, is designed to cut through a crowded category and reconnect with an audience who grew up with Müller FRijj but might have forgotten just how fun it is. The campaign kicked off across social, with OOH following from June 16, and influencer activity managed by Ogilvy PR.
Hannah Gillespie, senior brand manager at Müller, stated, “Müller FRijj is for the lads who need a bit more nonsense in their day. The new Just feel the Urjj campaign taps into that rebellious, fun-loving energy we know this audience craves, and reminds them why Müller FRijj has always been the most delicious, thick and exciting milkshake on the shelf.”
Credits
Client: Müller
Advertising Agency: VCCP Blue
Creative Director: George Wait
Copywriter & Art Director: Ed Rees & Kat Lwahas
Business Director: Victoria Mcdowall
Senior Account Director: Alex Lake
Account Executive: Zara Kolah
Planning Director: Luke Stockil
Agency TV Producer: Jake Hafer / Imogen Rigby
Senior Creative Producer: Katy Dale
Creative Producer: Ariana Balsaras
Junior Creative Producer: Jack Higgins
Director: George Wait
Production Company: Girl&Bear
Producer: Imogen Rigby
Motion Designer & Editor: Amelia Eve
Executive Producer: Jake Hafer
Post-Production Company: Girl&Bear
Post Producers: Bilal Singh Butt & Mehmet Altar
Colourist: Syd Harvey
Audio Post-Production Company: Girl&Bear
Sound Engineer: Emily Vizard
Design Resource Manager: Yasmine Moridi
Senior Designers: Leila Amin & Maria Quiroga
Artlab Manager: James Perry
Assistant Artlab Manager: Nick Normann
Senior Artworker: Toby Kadir
Digital Agency: Bernadette
Digital Associate Project Director – Luke Dougherty
Senior Digital Project Manager – Sue Awotar
Digital Design Lead – Gilles Bestley
Digital Designers: Ivan Huri & Dexter Marshall
Retouching: Stanleys Post
Media Buying Agency: Essencemediacom
Media Planners: Sophie Sweetland & Alex Rubins
