Award-winning global wine brand 19 Crimes has solidified its reputation as an industry innovator with the launch of a disruptive new brand campaign. Designed to recruit new consumers into wine, the campaign invites a new generation of curious rebels to experience 19 Crimes and challenge the status quo while being true to themselves.
Created by leading LA-based agency Observatory and shot in Slovenia by acclaimed Director Malia James, famous for her work with the Red Hot Chili Peppers, this campaign is gritty and spontaneous, pushing the boundaries of creativity in wine marketing.
Kjetil Undhjem, Treasury Premium Brands Chief Marketing Officer says 19 Crimes has a track record of attracting a new demographic into the wine category, with the campaign designed to challenge the way that consumers think about wine.
“19 Crimes is all about defying convention and challenging expectations, which we know is appealing to new wine drinkers. This provocative new campaign challenges consumers by contrasting conservative messages with the provocation or don’t.’ The choice is in the hands and wine glasses of our consumers: bringing fresh, new thinking to marketing in an industry that can do with a refresh.”
Observatory’s President and Chief Creative Officer Linda Knight says this exciting new work delivers on the brief in spades: to develop a big, dynamic campaign designed to re-energise and attract a modern global audience.
“This work was built on a great foundation, a rebellious brand, that’s all about challenging the status quo, being ‘un-wine’ and capturing the 19 Crimes spirit. Everything about the campaign is unexpected from our Director Malia James, the six incredible shoot locations throughout Slovenia including an abandoned shopping centre and Michelin Star restaurant; down to the music – a killer track ‘Eat Slay Chardonnay’ by cutting-edge garage punk/rock band NOBRO.”
The campaign is the biggest one yet for 19 Crimes, bursting onto the scene from 24 April. It includes a transformational suite of video, social and print assets to reach consumers across the UK including a national disruptive OOH campaign across rail, roadside, London Underground and a London street poster takeover, alongside exciting street projections.
The innovative wine brand defies convention to tell the authentic story of more than 160,000 exiled men and women – the rebels who forged a new culture and national spirit in Australia. Celebrating rebellion and individuality, 19 Crimes has been a standout success for global wine producer Treasury Wine Estates since it launched in Canada in 2011. 19 Crimes is ranked as the UK’s #6 Wine Brand*.
