MILKLAB has teamed up with 72andSunny for a live gig called MILKLAB Coffee Shop Sets – held not in a nightclub, but in Melbourne’s Project 281 Coffee Roasters.
Headlining the performance for the alternative milk brand and global creative advertising agency is Tones And I. The event drew in early risers, coffee lovers, music fans, and creators for a high-energy performance fuelled not by beers, but by brews – specifically, lattes crafted with MILKLAB’s smooth and delicious Oat Milk.
“Our mornings are sacred – it’s when we feel most alive, most creative, and most connected,” said Natalie Latimore, Marketing Manager at MILKLAB.
“We wanted to create a cultural moment that celebrated this shift. Young people aren’t looking for hangovers anymore – they’re looking for experiences that make them feel good, and coffee – with MILKLAB – is at the heart of that.”
MILKLAB and Tones And I are kicking off Coffee Shop Sets – a brand-new live gig series blending café culture with music where Tones And I takes the spotlight as the first artist to perform in this one-of-a-kind experience.
The event featured a 30-minute performance from Tones And I, free coffees and limited-edition MILKLAB x Tones And I merch, turning a simple morning into a festival of caffeine, creativity, and community.
72andSunny’s CCO Wez Hawes said: “Everything we do at 72andSunny has cultural understanding and impact at its core. The MILKLAB Coffee Shop Sets is no exception.
“The rise of coffee shop raves and pop-up events happening in the early hours was the inspiration to appeal to the ‘sober curious’ and creating this on-going event-based platform.”
Credits:
Client: MILKLAB
General Marketing Manager: Serge Costi
Marketing Manager: Natalie Latimore
Agency: 72andSunny
CCO: Wez Hawes
Creative: Jessica Beal
Creative: Hannah Lawson
Design Director: Shelley Mitchell
Brand Director: Chloe Geggus
Producer: Ruby McDonough
Talent: Tones And I
Management: Lemon Tree Music
Production House: Poppet
Executive Producer: Nat Taylor
Producer: Darren McFarlane
Production Assistant: Anna King
Director: Byron Martin
Photographer: Giulia Giannini McGauran
Casting: Toni Higginbotham
Editor: Pat Frischknect
Grade: Julien Chichignoud
Audio: Otis Studios
Sound Engineer: William Thackray
Executive Producer: Camille Yaptinchay
Retouching: Electric Art
Location: Project 281 Coffee Roasters
Media: SPEED
PR: Blue Planet PR