19 Crimes launches ads in wake of UK Election vote and Brexit debate via Wunderman Thompson
19 Crimes, an Australian wine brand built off the stories of Australian convicts – in partnership with creative consultancy Wunderman Thompson – joined the Brexit conversation last week as part of the UK general election, as this controversial topic once more became top of mind across the globe.
As the world waited for the result of the UK polls, two 19 Crimes FPC ads were published next to some of the world’s top Brexit stories in various mastheads across UK and Australia.
The UK campaign headline ‘You Got a Vote, We Got a Boat’, contrasts the UK election and subsequent plans for Brexit against Australia’s convict past. The press ad ran as the votes were tallied in the UK’s Metro, Evening Standard, Guardian and Times.
The local Australian version ‘We Didn’t Want to Leave Europe Either’, leveraged Australia’s history of convict transportation from Europe in the 1800s. The press ad appeared across the Herald Sun, Courier Mail and Daily Telegraph.
Says Simon Langley, national chief creative officer at Wunderman Thompson: “19 Crimes talks to a millennial audience; one that is actively engaged in current global issues. As a brand that isn’t afraid to say it how it is, it felt right for 19 Crimes to comment, in its typically roguish tone, on this significant global moment.”
Says Angus Lilley, chief marketing officer at Treasury Wine Estates: “With the UK election determining the way forward for Brexit, it was an opportune time for 19 Crimes to be a part of this conversation given the very essence of the brand, and our drive to live with conviction.”
The 19 Crimes Brexit campaign follows on from the success of Living Wine Labels, the world’s first AR experience bringing wine labels to life, which launched in August 2018. Living Wine Labels received over 17.4 million downloads globally and took out a Silver Effectiveness Award for Media Innovation in 2019.
Chief Marketing Officer, Treasury Wine Estates: Angus Lilley
Marketing Director ANZ, Treasury Wine Estates: Ben Culligan
Senior Brand Manager, Treasury Wine Estates: Fernanda Lopes
Creative Agency: Wunderman Thompson
Chief Creative Officer: Simon Langley
Creative Director: Brie Stewart
Creative team: Ned Considine and Simon Fleming
Group Engagement Lead: Elsa James
Engagement Lead: Fiona McGinley
Media agency: Mindshare
14 Comments
Great work Champ
Love the copy. Nuff Said
This is criminally good.
Great copy too chief.
Can I borrow that line for my next election campaign?
Is 19crimes adding any real value to the Brexit conversation? Hardly. They’re not even scratching the surface with this campaign.
The point is to sell wine. Not
Clarendon is to fonts what a house brick is to a pony.
that today you can become a creative director without ever coming up with an ad in the first place. Hope the client knows what they’re paying for.
@The only crime here is…
Define “ads” – maybe lose the bitterness, and become aware of the new world of “advertising” and the formats it encompasses. Maybe it is you who actually hasn’t made an “ad”…
Bit sensitive about the matter it seems.
Man, it must be hard be this sad, twisted and bitter. Still toiling away trying to get a title and bitter as hell at those who do?
Does the client know what they are paying for? I imagine, and try and stay with me here, it was this suite of great ads.
Glad to have cleared that up for you, hope I didn’t use too many long words
No need to get so emotional over this type of thing. It’s advertising. It’s supposed to be fun. And I assume you just came in to help out because you know someone in this position probably couldn’t get anything done on their own.
Nice clean ads these. well done.
I have been collecting these but told their are a few bottles you can’t legally get hold of in the UK so I am a little peeved at this