Wine with Conviction: 19 Crimes and J. Walter Thompson San Francisco Unveil Nationwide OOH Campaign

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In striking new Out of Home campaign, 19 Crimes and J. Walter Thompson San Francisco leverage compelling imagery of real life convicts

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It’s been great to have the chance to work with a brand that has this level of bravery and isn’t afraid to step outside of what is typical for its category.

Australian wine brand 19 Crimes is launching a nationwide campaign, building on the brand’s unique visual identity and bold voice to increase awareness among millennial males.

Created by J. Walter Thompson San Francisco, the campaign brings the brand’s visual identity Out of Home by exposing the same 19th-century mugshots of the famous criminals that appear on the recognizable 19 Crimes’ wine label.

This unique imagery is underscored by irreverent headlines such as “Perfect for serving 5 to 10,” playing on the brand’s signature mix of wit and grit. It also makes the most of wild postings to catch the public’s attention at street level.

Samantha Collins, 19 Crimes Marketing Director, said: “19 Crimes is a dynamic brand in which the label and story continues to resonate with customers. We are thrilled to be working with JWT on this campaign launch that remains true to the brand essence.”

Ryan Lincks, J. Walter Thompson San Francisco’s General Manager and the office’s lead on the Treasury Wine Estates (TWE) account, said: “It’s been great to have the chance to work with a brand that has this level of bravery and isn’t afraid to step outside of what is typical for its category.”

The campaign will run from September through the end of October and will appear in cities across the country including Chicago, Dallas, Los Angeles, Phoenix, Nashville,New York City and Washington, D.C.

Supporting the OOH campaign is a retail activation titled “Find the Royal Pardons,” which launched on 9/1. Check it out here:

J. Walter Thompson Worldwide, the world’s best-known marketing communications brand, has been creating pioneering solutions that build enduring brands and business for more than 150 years. Headquartered in New York, J. Walter Thompson is a true global network with more than 200 offices in over 90 countries, employing nearly 10,000 marketing professionals. The agency consistently ranks among the top networks in the world and continues to be a dominant presence in the industry by staying on the leading edge—from hiring the industry’s first female copywriter to developing award-winning branded content today. For more information, please visit and follow us @JWT_Worldwide.

J. Walter Thompson Office: J. Walter Thompson San Francisco
Client: Treasury Wine Estates – 19 Crimes
Creative Director: Ken Hall
Art Directors: Andy Kim, Angelina Springer
Copywriters: Malcolm Bailey
Planner: Adrian Barrow
Senior Producers: Madeline Belliveau
Project Manager: Max Niu
Art Buyer: Suzanna Shields
General Manager: Ryan Lincks
Account Supervisor: Remy Wainfeld
Production Company: DMAX

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Nikki Kria
J. Walter Thompson Company
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