Influencers, GK Barry and Paul Olima, take it in turns to tackle an assault course while blindfolded. The VCCP film, directed by comedy director, Price James, and produced by Girl&Bear Studios, captures the power of teamwork – and that underlines the launch of a new product in dairy brand, Müller’s, yoghurt plus crunch add-ins range, Mixers, from the partnership between Müller and Myprotein. Starting off as complete strangers, GK and Paul have to trust one another to guide them around the assault course – crawling through a tube, scaling an obstacle and Paul ziplining blindfolded into a lake. Using a mix of high-definition wide shots, fast-paced drone footage and socially native 360° camera shots, the film captures the interaction between GK and Paul in a playful and unconventional way to resonate with their younger audience. To support the film and directly speak to the target audience, Coolr captured a series of social-native, on-trend content that ensures the campaign message lands across all media.

Together Hits Different aims to challenge the conventions of the protein category, where nutrition is so often portrayed as a solo, functional pursuit. The campaign places the emphasis on moments of connection, to remind people that taste, nutrition and people work even better when they come together.

Also included in the Müller-Myprptein partnership is an activation by Curious Panda, the Mixer Cup football. Built on a rotating pitch, it brought influencers and grassroots players together in mixed teams in a format designed to encourage teamwork.

Vicky Morgan, health lead at Müller, stated, “Together Hits Different is a campaign that celebrates the collaborative, joyful moments that make the Müller and Myprotein partnership a true category disruptor. We’re positioning nutrition as a social celebration that champions connection, emphasising teamwork and putting a smile on the nation’s face. It’s about encouraging everyone to enjoy their nutrition journey together.”

Emma Houlston, creative director at VCCP Blue, added, “When you pair the iconic taste of Müller with the performance of Myprotein, the creative execution has to reflect that same partnership. By throwing GK Barry and Paul Olima into a challenging, blindfolded assault course, we managed to capture genuine, unscripted human connection… watching them go from total strangers to absolute teammates. The socially-native style of camera work allowed us to bring the audience right into the middle of the fun.”

Müller and Myprotein have collaborated since September 2024. Since then the partnership has become the biggest growth driver across the Müller portfolio, generating £26 million in RSV in its first full year. The partnership has gone from strength to strength and remains the biggest brand launch in the category in the last five years.

Together Hits Different spans online video, social and online.

Credits:

Client: Müller
Advertising Agency: VCCP Blue
Chief Creative Officer: Mark Orbine 
Creative Directors: Colin McKean & Emma Houlston
Junior Creative Team: Olivia Keable & Rob West
Business Director: Sam Downing 
Senior Account Manager: Sam Robertson
Senior Account Manager: Holly Stockley 
Chief Strategy Officer: Max Keane
Planning Director: Joanna Barnett
Midweight Planner: Nour Gado

Production Company: Girl&Bear Studios
Executive Producer: Simon Plant
Director: Price James
Producer: Jon Hinton
Production Manager: Danielle Glister
Production Assistant: Felix Borer
DOP: Keith Gubbins
Editor: Max Windows

Post-Production Companies: Stitch editing & Girl&Bear
Post Producers: Vanessa Troop, Alex Aarons
Hybrid Editors: Toby Cherril & Tom James
Colourist: Peta Ridley 
Sound Engineer: Emily Vizard 

Content Creation Studio: Girl&Bear
Senior Creative Artworker: Toby Kadir