J. Walter Thompson Inks Up Rebellious New Platform For 19 Crimes

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#InfamousInk gives the 18th century brand story a modern remix with newly designed tattoo art

19 Crimes wine fans love tattoos. This month, the Treasury Wine Estates wine brand launches a new campaign by J. Walter Thompson San Francisco that is perfectly in tune with their fans’ love of ink.

With #InfamousInk, the brand recruited San Francisco-based tattoo artist Austin Maples to design 19 original illustrations that offer a modern interpretation of the rebellious history that inspired the brand's name: In the 1780s, the British government initiated a “punishment by transportation” through which criminals convicted of a list of 19 crimes – from petty larceny to impersonating an Egyptian – were sentenced to live in Australia.

The first illustration for Grand Larceny, crime 1 of 19, was unveiled today on the brand’s Facebook and Instagram pages.

Each week until mid-August, the brand will take to their Facebook and Instagram channels to unveil one illustration alongside a bottle shot themed around that week’s revealed crime and behind-the-scenes footage centering on the artist, his inspiration, and his process.

The campaign kicked off on April 6 with a short teaser film introducing Maples, the man behind the ink, and showing him at work with a bottle of 19 Crimes at his station.

Sean DallasKidd, Executive Creative Director at J. Walter Thompson San Francisco, said of the campaign, “We looked at the 19 Crimes consumer base and saw this interest in niche things like tattoos. We wanted to create something that could really speak to what these wine drinkers care about, beyond the brand, while also retelling the brand story with this edgy, modern spin. Working with a wine brand that is so comfortable with stepping out of what’s normal for the wine category really inspired us to do something that was also creatively out-of-the-box.”

Samantha Collins, Marketing Director for 19 Crimes, added, “While many of the people exiled to Australia were convicted of petty crimes, some were also political prisoners who were punished for following their beliefs and defying convention. We see that same rebellious spirit in 19 Crimes fans who want to live infamously in their own way. #InfamousInk nicely brings to life our brand story in a way that our wine drinkers care about.”

#InfamousInk marks the first element of #LiveInfamously, the new 19 Crimes brand platform also created by J. Walter Thompson San Francisco. The platform is an invitation to wine drinkers to borrow from the rogue ethos of the convicts and live a life that is authentic and defies norms.

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ABOUT 19 CRIMES WINES
In 18th-century Britain, criminals found guilty of committing one of 19 crimes punishable by transportation, from grand and petty larceny to impersonating an Egyptian, were banished to Australia to form the first penal colony.

Today, Australia’s 19 Crimes wines celebrate the rebellious spirit of more than 160,000 exiled men and women, the rule breakers and law defying citizens that forged a new culture and national spirit in Australia, complete with labels depicting the different criminals-turned-colonists on the bottles. For more information on 19 Crimes, please visit http://19crimes.com/.

ABOUT J. WALTER THOMPSON WORLDWIDE
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 http://www.jwt.com and follow us @JWT_Worldwide.

CREATIVE CREDITS
J. Walter Thompson Office: J. Walter Thompson San Francisco
Client: Treasury Wine Estates – 19 Crimes

Executive Creative Director: Sean DallasKidd
Art Director/Video Director: Chelsea Nobbs
Copywriter: Liana Ogden
Integrated Planner: Kat Campbell
Social Media Manager: Tracy Kosolcharoen
Producer: Sam Stevens
General Manager: Ryan Lincks
Account Supervisor: Remy Wainfeld
Photographer: Rob Williamson
Videographer & Video Editor: Estevan Padilla
Videographer: Colin Arlen
Prop Stylist: Francine Clapp

Client Team:

  • Director: Samantha Collins
  • Brand Manager: Doug Altmeyer
  • Associate Brand Manager: Katie Smith
  • Director of Digital: Jason Wysong
  • Digital Marketing Manager: Carla Cruz

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Nikki Kria
@MirumAgency
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