Melbourne’s Project 281 Coffee Roasters.
Late-night gigs have been swapped to morning brews and live music in MILKLAB’s newest campaign by 72andSunny.
MILKLAB kicked off its new live-gig series Coffee Shop Sets at Melbourne’s Project 281 Coffee Roasters with headliner Tones and I.
MILKLAB marketing manager, Natalie Latimore, said they wanted to create a cultural event that celebrates the shift.
“Our mornings are sacred - it’s when we feel most alive, most creative, and most connected. 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,” Latimore said.
The event took place at dawn and brought together coffee lovers, music fans, and creators for a performance fueled by brews crafted with MILKLAB’s Oat Milk.
The café-turned-concert venue saw a full house of early risers sipping MILKLAB Oat flat whites and iced lattes while soaking up the beats of one of Australia’s biggest music exports.
The event featured a 30-minute performance from Tones and I, free coffees and limited-edition MILKLAB x Tones and I merch.
72andSunny’s cco, Wez Hawes, said that everything they do has cultural understanding and impact at its core.
“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,” Hawes said.
Credits:
MILKLAB
General Marketing Manager: Serge Costi
Marketing Manager: Natalie Latimore
72andSunny
CCO: Wez Hawes
Creative: Jessica Beal
Creative: Hannah Lawson
Design Director: Shelley Mitchell
Brand Director: Chloe Geggus
Producer: Ruby McDonough
Tones And I
Management: Lemon Tree Music
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
Otis Studios
Sound Engineer: William Thackray
Executive Producer: Camille Yaptinchay
Retouching: Electric Art
Location: Project 281 Coffee Roasters
Media: SPEED
PR: Blue Planet PR
