bring the banished home

19 Crimes is an up-and-coming wine brand geared towards Millennial men, inspired by the tales of 18th-century English convicts exiled to Australia. Our task was to increase purchase, online interaction, and awareness for the brand story. So, we gamified the purchase process, online interaction, and it’s story.

The 'Bring the Banished Home' campaign invited participants to find Royal Pardons on select 19 Crimes bottles, symbolically freeing the convicts. Each Pardon contained a code that could be entered on a microsite, unveiling a new chapter of a convict’s story and offering more chances to win prizes, with the grand prize being a trip to England.