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19 Crimes
Digital | Augmented Reality
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The Edible Business Card

19 Crimes is a wine brand whose labels feature historical British convicts - each banished to Australia for committing one of the 19 Crimes.

The Challenge
Stand out in an already crowded wine aisle and capture the attention of new customers.

The Idea
The wine category's first-ever AR experience, the 19 Crimes app brings the 19 Crimes bottle to life, letting the the convicts on their labels speak directly to shoppers.

The Results
Only 5 years after launch, 19 Crimes has broken out of the wine aisle and gone viral.

  • 153m Earned impressions
  • 101% YOY sales increase
  • 1.2m Downloads
  • 412% Increase in engagement
  • 98% Depletion rate