19 Crimes plays on Brexit with convict campaign

Ahead of the general election in the UK last week, 19 Crimes – an Australian wine label which highlights the stories of Australian convicts – joined in on the Brexit conversation with provocative ads appearing in newspapers.

The ad in the UK bore the line ‘You Got a Vote, We Got a Boat’, and ran in the Metro, Evening Standard, Guardian and Times as the nation waited for the result of the election. The Australian ad stated ‘We Didn’t Want to Leave Europe Either’, in the Herald Sun, Courier Mail and Daily Telegraph. Both ads displayed images of the convicts that are used on 19 Crimes’ bottles.

19 Crimes entered the Brexit conversation in the UK with ads running in its papers during the election

Both the Australian and UK ads were placed in the papers alongside stories about Brexit.

The campaign was created by Wunderman Thompson Australia, and national chief creative officer Simon Langley said it millennials who are engaged in international issues.

“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,” Langley said.

The ad that appeared in Australian newspapers

Angus Lilley, chief marketing officer at Treasury Wine Estates, which owns 19 Crimes, said: “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.”

In August last year, 19 Crimes launched its ‘Living Wine Labels’ campaign that used augmented reality to bring the convicts on its bottles to life so that they could tell stories from their lives.


Chief Marketing Officer, Treasury Wine Estates: Angus Lilley
Marketing Director ANZ, Treasury Wine Estates: Ben Culligan
Senior Brand Manager, Treasury Wine Estates: Fernanda Lopes
Chief Creative Officer: Simon Langley
Creative Director: Brie Stewart
Creative team: Ned Considine and Simon Fleming
Group Engagement Lead: Elsa James
Engagement Lead: Fiona McGinley
Media agency: Mindshare


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