New ‘rebel’ campaign from 19 Crimes

Wine brand 19 Crimes has launched 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,” Undhjem said.

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.