Australian wine brand 19 Crimes trendjacked the Brexit conversation last week during the UK general election, contrasting the elections and plans for Brexit against Australia’s convict past.
Two ads, created by Wunderman Thompson, were published next to Brexit stories in various mastheads across UK & Australia.
The ads, which said ‘We Didn’t Want to Leave Europe Either’, leveraged on Australia’s history of convict transportation from Europe in the 1800s. It is a play on the UK campaign headline ‘You Got a Vote, We Got a Boat’,
The ads appeared in the Herald Sun, Courier Mail and Daily Telegraph.
“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,” said Angus Lilley, chief marketing officer at Treasury Wine Estates.
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