19 Crimes brings their bottle labels to life.


By Egotist / / Treasury Wine Estates’ brand 19 Crimes recently collaborated with creative technology company Tactic and J. Walter Thompson SF to release a wine label unlike any other. Using augmented reality (AR), the San Francisco-based Tactic developed the 19 Crimes app, which brings the bottle labels to life. “We worked with J. Walter Thompson and the 19 Crimes team to bring these historical characters to life, and create a new way for fans of the wine to engage with the brand,” principal Creative Technologist Peter Oberdorfer, said. The wine brand’s name comes from true tales of British criminals accused of 19 specific crimes, which starting in the late 1700s were punishable by “transportation” or relocation to the new penal colony known as Australia. The 19 Crimes app can be downloaded for free from the app store.