Lion Brand 'Big M' has kicked off a campaign at the St. Kilda Festival in Melbourne to promote its flavoured milk drinks.
The campaign is called "Mphones", and is an installation in the shape of headphones made from 40,000 Big M cartons. The Mphones are fully functioning and will be playing popular music for the duration of the festival.
The campaign is also accompanied by a film that tells viewers the back-story and how the "Mphones" came to fruition, which can be viewed at the Big M Facebook page from 10 February.
Following the launch at the festival, the campaign will run across television, online, outdoor, and radio. It launched 9 February 2012.
