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Infamous Tasting

19 Crimes Wine


Client: Treasury Wine Estates



19 Crimes is an Australian wine brand that tells the story of Australia's infamous origins. Each bottle features the mugshot a convict found guilty of committing one of the 19 crimes— punished by transport and banished to Australia.



Develop an exclusive tasting experience for Kroger that would draw in an audience that rarely ventures down the wine aisle with a brand that doesn't have an ancient winery or iconic estate and would never feature it if it did.



In order to convince wine novices who are more interested in whiskey and craft beer than wine consider and embrace and Australian wine by breaking as many wine category conventions as possible. We leveraged a combination of VR and AR technology to create an innovative two-part program that re-wrote the codes of the typical sampling program and let our wine speak for itself, quite literally.


Forget virtual strolls through vineyards, forget sunsets and elegant tables - this is 19 Crimes. To convey the true essence of the brand we developed an immersive virtual reality experience that transports customers to a prison ship bound for Australia. More that theatrics, this experience told a critical part of the brands' story - one of crimes, convictions, and banishment. Paired with a companion augmented reality app that brings the convicts on the bottles to life, this immersive experience brought the brand to life in a way that invited Kroger shoppers into the wine aisle via a story worth sharing.



  • 10X increase in conversion

  • 250% increase in velocity

  • 19 Crimes App (Now Living Wines Label)

  • 200k+ Downloads in first 3 months

  • 3.49 minutes spent per session

  • UG "Viral" video (8.5MM+ organic views / 137K shares / 34K comments in first 10 days)

  • Trending App at Apple Store



Forbes: 19 Crimes Wine Is An Amazing Example Of Adult Targeted Augmented Reality



  • Clio Awards // Bronze

  • The Caples Awards // Innovation // Bronze

  • The One Show // Branded Entertainment: Experiential – Augmented Reality // Merit

  • Webby Awards // Technical Achievement // Honoree

  • Project Isaac by AdWeek // VR/AR Invention

  • Reggie Awards

  • Super Reggie // Best in Show

  • Content Marketing //  Silver

  • Creativity & Innovation // Gold

  • Retailer Specific // Bronze

  • Shopper Marketin // Gold

  • Social Media // Bronze

PR Coverage

AR Sample

Case Study

VR Trailer

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