19 Crimes Wine
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.
19 Crimes broke out of the wine aisle by acting more like a whiskey than a traditional wine brand— leveraging technology and speaking to an audience bored with the status quo. Although it had created a loyal fan-base and achieved strong growth, the young brand was still hindered by low awareness. Our business challenge: drive awareness, consideration & trial of 19 Crimes with a digitally savvy, millennial audience.
We knew that our target values experiences over things. As such, we believed that developing a scalable, “instagramable” and digitally connected experience was key to grabbing their attention and building a sense of community.
Our solution: bring the 19 Crimes World to the real world dropping anchor in a place as unexpected as our brand— Outside Lands. Held in San Francisco, CA this music festival became a prime opportunity to engage with our audience of subculturally savvy millennials. We focused on 5 key touch-points:
To drive awareness and engagement, we launched with a range of digital support & amplification including social content, paid media, community management, and email campaigns.
Variety: Outside Lands Music Festival: 18 Memorable Moments
Sean DallasKidd, Executive Creative Director
Dora Lee, Director of Production
Chelsea Nobbs, Sr. Art Director
Liana Ogden, Sr. Copywriter
Scott Iverson, Jr. Art Director
Kendall Brown, Jr. Copy Writer
Kathleen Haack, PR Strategist
Sidra Butt, Digital Strategist
Joanna Renteria, Social Strategist
Jade Ingersoll, Community Manager
Peter Randeria, Global Business Director
Lindsay Tomek, Sr. Account Director
Stella Guimaraes, Sr. Account Supervisor
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