Confessing Labels Treasury Wine Estates 19 Crimes


19 Crimes, an Australian wine label, is based on the strange, but true story of Australia’s infamous origins. The label features the stories of historic British convicts who were each banished to Australia for committing one of the 19 Crimes.

To help promote a young wine brand banished to an increasingly crowded wine aisle, J. Walter Thompson San Francisco was challenged to overcome the cluttered retail space and capture the attention of new customers. We knew that to get our target audience to move from admiring the mug shots of convicts on our bottle to engaging with their stories and physically holding the product, we’d need to be as disruptive and engaging as our brand.


We created the 19 Crimes app, an augmented reality experience that brings each of the 19 Crimes to life by letting the convicts on the bottles tell their side of the story.
This app is the wine category’s first-ever AR experience. The app transforms each bottle of 19 Crimes into a virtual brand ambassador who speaks directly to shoppers wherever our product is, creating a compelling reason to engage with each bottle of 19 Crimes – even in the crowded landscape of the wine aisle.
We launched the 19 Crimes app with in-store tastings, where brand ambassadors, armed with smartphones, drove trial and spread the news of our magic talking bottles. 19 Crimes quickly became a phenomenon, going viral on social media and reaching 153 million impressions.
Only five years after launch, 19 Crimes has broken out of the crowded wine aisle and captured the attention of millions – standing out by speaking up.


· 153M impressions
· Over 1.2M downloads of the AR app, with an App Store rating of 4.2 and an average session duration of 3:39.
· Over 2k videos of the app in action uploaded to YouTube. 98% depletions
· 101% YOY sales increase
· 412% increase in engagement on social media


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2018 Webby Awards

Technical Achievement / Honoree

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2018 The One Show

Branded Entertainment: Experiential – Augmented Reality / Merit

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2018 Reggie Awards

Creativity & Innovation / Gold

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2018 Reggie Awards

Content Marketing / Silver

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2018 Clio Awards

Digital/Mobile: Apps / Bronze

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