Snoop Dogg voices new 19 Crimes wines billboard campaign

US rapper Snoop Dogg has lent his voice talents for a new campaign with Australian wine company Treasury Wine Estates.

The out-of-home campaign marks the launch of Snoop Dogg’s collaboration with Treasury Wine Estates, 19 Crimes Snoop Cali Red.

Billboard for the Snoop Dogg and 19 Crimes campaign

The campaign was created in the US by the LA-based creative agency Cashmere Agency. The regional rollout of the campaign is being led by WPP AUNZ’s Mindshare and Wunderman Thompson.

The billboards in high traffic areas of Sydney and Melbourne will be motion activated. Once activated, a six-second audio clip will play, which includes Snoop Dogg’s voice, says: “The taste of redemption. 19 Crimes, Cali Red Wines”. Listen below.

OOH provider Revolution360 is hosting the campaign on its Street Poster network.

Josh Fitzgerald, Victoria head of sales at Revolution360, said: “We are always looking for ways to disrupt and create impact in the out-of-home space, and this campaign ticks all those boxes. The team has done a great job so I’m really excited to see (and hear!) this one.”

Ben Culligan, ANZ marketing and category director at Treasury Wine Estates, added: “19 Crimes Snoop Cali Red needed to be disruptive and different from what we’ve done before. We wanted to do something that would capture the audience’s attention in a quirky and memorable way. Revolution360 has successfully helped us bring this concept to life.”

The campaign will be live from mid-June.

Recent work by Wunderman Thompson in Australia for Treasury Wine Estates includes launching Penfolds’ new brand platform ‘Meet Extraordinary’ and 19 Crimes’ Brexit campaign.

Wunderman Thompson has worked with Treasury Wine Estates since 2017 when the then-named J Walter Thompson was awarded the global creative account.

Snoop Dogg has also fronted campaigns in Australia for Menulog and Sodastream.


Client: Treasury Wine Estates – 19 Crimes

ANZ Marketing and Category Director – Ben Culligan


Creative: Cashmere Agency US; Wunderman Thompson Australia

Street Poster Provider: Revolution360

Media: Mindshare


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