Milklab has introduced a new live gig series titled 'Coffee Shop Sets', in collaboration with Australian singer-songwriter Tones And I, catering to young Australians who favour early starts and coffee over traditional late-night outings.

The initiative was developed by creative agency 72andSunny ANZ to appeal to the 'sober curious' demographic, focusing on experiences that do not involve alcohol.

The inaugural event took place at dawn at Project 281 Coffee Roasters in Melbourne. Attendees were treated to a 30-minute performance by Tones And I, alongside complimentary coffees and exclusive MILKLAB x Tones And I merchandise.

Marketing Manager at Milklab, Natalie Latimore, said: "Our mornings are sacred - it’s when we feel most alive, most creative, and most connected. 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," she said.

The event was produced by Poppet, with Byron Martin serving as the director and Giulia Giannini McGauran as the photographer. Highlights from the event have been shared on Milklab's social media channels, aiming to extend the reach of the experience beyond the live audience.

72andSunny's Chief Creative Officer, 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."

The campaign is supported by a series of films, including a 60-second hero film, a full longform gig video, and a 30-second product film. These films are intended to capture the essence of the event and promote the MILKLAB brand to a broader audience.

72andSunny is recognised for its work with ambitious brands such as Google, realestate.com.au, Afterpay, MLC, and Big W. The agency's involvement in the 'Coffee Shop Sets' series aligns with its reputation for creating culturally impactful campaigns.

The 'Coffee Shop Sets' series reflects a broader trend among young Australians who are increasingly seeking out experiences that do not involve alcohol. By focusing on the morning hours, Milklab and 72andSunny aim to tap into this growing market and create a new cultural moment centred around coffee and music.