19 Crimes dares Aussies to ‘Scream to Win’ in Halloween activation via TWE, Splash and Mango

Australian wine brand 19 Crimes has launched a new Halloween campaign, giving Aussies the chance to be an extra in an upcoming Australian Horror Film, with its ‘Scream to Win’ competition. Created by TWE X Splash and executed via Mango Communications, the competition launched with an ominous scream booth in the middle of Melbourne’s iconic Crown River Walk.

More than 500 Melburnians let out their most harrowing screams for a chance to win a spot as an extra in an upcoming Australian horror film, with travel and accommodation covered, along with two days on set. Additional spot prizes were also claimed by other top-tier shriekers visiting the booth.

The activation celebrates 19 Crimes’ limited-edition wine range with Universal Monsters, featuring glow-in-the-dark labels. The collection showcases iconic characters like Frankenstein, alongside two brand-new additions – The Mummy and The Bride of Frankenstein – across Hard Chard, Shiraz and Cabernet Sauvignon varieties.

Wine lovers around the country are also invited to ‘Scream to Win’ beyond the booth, by simply buying a bottle of 19 Crimes wine and entering their scream via the microsite.

Says Nick Powell, Treasury Wine Estate’s Head of Regional Marketing ANZ: “At 19 Crimes, we’ve always loved shaking things up – and Halloween is the perfect time to do just that. Last year, we unleashed the Possessed Wine Bar, and this year we’re inviting Aussies to scream their lungs out for a shot at horror movie glory.”

Says Marni Burger, Design Director of Splash, the in-house creative agency for Treasury Wine Estates: “We’ve had fun turning something that’s synonymous with Halloween into a form of currency. We’re hoping that over this spooky season, screams will be heard at house parties and bottle shops around the country, and instant prizes will be flowing.”

Says Alex Lefley, General Manager at Mango: “It’s been great bringing this to life with Splash. We’ve made some incredible work together and seeing our campaigns evolve year on year with world-class creative and bigger executions is a testament to all involved.”

Outside of the activation and PR, the Scream to Win campaign was bolstered across media and socials via Mindshare, Milkman and Social Soup.

Treasury Wine Estates
Laura Pennycuick – Marketing Manager ANZ
Ari Wytwornik – Marketing Manager Digital and Social
Zoe Tostevin – Senior PR & Partnerships Manager
Aaron Bolzonello – Brand Manager
Leanne Bi – Assistant Brand Manager

Splash
Phil van Bruchem – Creative Director (Splash)
Tom Opie – Creative Director (Splash)
Elsa Beaumont – Agency Director (Splash)
Hayley Sparshott – Head of Business Management (Splash)
Marni Burger – Design Director (Splash)
Tom von Stieglitz – Senior Integrated Producer (Splash)
Matt Ebeling – Senior Designer (Splash)
Kat Walton – Copywriter (Splash)
Louie Symmons – Motion Graphics Specialist (Splash)
Maddy Bos – Junior Motion Graphics Designer (Splash)
Aaron Wood – Finished Artist / Graphic Designer (Splash)
Hannah Cleary – Production Director
Lisa Moro – Production Director
Josh Dey – Motion Graphics Editor

Mango Communications
Alex Lefley – General Manager
Liana Bignall – Senior Account Director
Emilie West – Senior Account Executive

Hellions
Dan Sparkes