In Brief

The app tells the stories of convicts exiled to Australia who are featured on the wine bottles

Treasury Wine Estate’s 19 Crimes wine label celebrates the lives of exiled British convicts who were sentenced to live in Australia beginning in the late 18th century. The brand has launched an augmented reality campaign that brings the characters featured on each bottle to life.

Technology company Tactic, working with advertising agency J. Walter Thompson San Fransisco, created a series of animated characters representing individual exiled criminals, who are able to speak to users of a companion AR app.

Tactic employed voice actors to depict the individuals and made each character appear to animate directly from the wine labels. According to 19 Crimes, its goal is to celebrate “the rules they broke and the culture they built” in Australia.

19 Crimes


Lead Image: 19 Crimes via Facebook

Treasury Wine Estate’s 19 Crimes wine label celebrates the lives of exiled British convicts who were sentenced to live in Australia beginning in the late 18th century. The brand has launched an augmented reality campaign that brings the characters featured on each bottle to life.

Technology company Tactic, working with advertising agency J. Walter Thompson San Fransisco, created a series of animated characters representing individual exiled criminals, who are able to speak to users of a companion AR app.