While the world was waiting for the results of the UK election, Brexit stories were hot topics in various mastheads across the UK and Australia.
Wunderman Thompson saw the opportunity for Treasury Wine Estates brand, 19 Crimes. The agency had built the brand from the stories of Australian convicts. It ran two full page colour ads next to a selection of the topical Brexit stories.
In the UK campaign headline, You Got a Vote, We Got a Boat, the UK election and subsequent plans for Brexit against Australia’s convict past contrasts humorously 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 Australian version, We Didn’t Want to Leave Europe Either, makes a humorous observation about Australia’s history of convict transportation from Europe in the 1800s. The press ad appeared across the Herald Sun, Courier Mail and Daily Telegraph.
Simon Langley, national chief creative officer at Wunderman Thompson, stated “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.”
Angus Lilley, chief marketing officer at Treasury Wine Estates says; “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.
Credits:
Agency: Wunderman Thompson
Chief Creative Officer: Simon Langley
Creative Director: Brie Stewart
Creative team: Ned Considine & Simon Fleming
Group Engagement Lead: Elsa James
Engagement Lead: Fiona McGinley
Media agency: Mindshare
Client: Treasury Wine Estates
Chief Marketing Officer: Angus Lilley
Marketing Director ANZ: Ben Culligan
Senior Brand Manager: Fernanda Lopes
