72andSunny and MILKLAB are flipping the script on Australia’s social scene, proving that mornings are the new nights, and coffee with MILKLAB Oat is the only brew to be poured. The idea taps into a change in young Aussies’ lifestyle habits, swapping big nights out for early starts and espresso shots and kicked off with a live gig called MILKLAB Coffee Shop Sets, held not in a nightclub, but in Australia’s most coffee-centric city, Melbourne at Project 281 Coffee Roasters.

Headlining the event was none other than global music phenomenon, Tones And I. The event, that featured a 30-minute performance from Tones And I, free coffees and limited-edition MILKLAB x Tones And I merch, began MILKLab’s Coffee Shop Sets, a brand-new live gig series blending café culture with music.

The café-turned-concert venue hosted a full house of early risers bringing together coffee lovers, music fans, and creators at dawn for a high-energy performance fuelled not by beers, but by brews – specifically, lattes crafted with MILKLAB’s Oat Milk.

“Our mornings are sacred – it’s when we feel most alive, most creative, and most connected,” stated 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.”

72andSunny’s CCO Wez Hawes, stated, “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.”

Watch the full event:

Highlights from the sunrise session are now live on MILKLAB’s social channels.

Credits:
Client: MILKLAB
General Marketing Manager: Serge Costi
Marketing Manager: Natalie Latimore

Creative Agency: 72andSunny
CCO: Wez Hawes 
Creatives: Jessica Beal & Hannah Lawson
Design Director: Shelley Mitchell 
Brand Director: Chloe Geggus
Producer: Ruby McDonough

Production Company: 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
Talent: Tones And I
Management: Lemon Tree Music