19 Crimes Wine
Social Media Content Series
Client: Treasury Wine Estates
19 Crimes is an Australian wine brand that tells the story of Australia's infamous origins. Each bottle features the mugshot a convict found guilty of committing one of the 19 crimes— punished by transport and banished to Australia.
Connect with millennial consumers who feel more comfortable around dark spirits than wine, and who value non-conformism & authenticity.
Building from the insight that nearly half of millennials have tattoos and our fans' fascination with the crimes featured on our corks, #InfamousInk was born. A social content series developed in collaboration with artist Austin Maples, revealed the story behind each of the 19 Crimes stamped on our corks which has cultivated a small-but-loyal following— through the lens of a topic that we knew our existing fans loved: tattoos. Our objective being to transform loyal fans into passionate brand ambassadors armed with a deeper understanding of our compelling story through this unique education series leveraging an unexpected medium— in category steeped in tradition.
Reggie Awards // Social Media // Bronze
Sean DallasKidd, Executive Creative Director
Chelsea Nobbs, Art Director
Scott Iverson, Designer
Tom Hasenfratz, Sr. Copywriter
Liana Ogden, Copywriter
Kathryn Earls, Head of Strategy
Tracy Kolsolcharoen, Social Strategy
Remy Wainfeld, Sr. Account Supervisor