Cannes-Do Festival Banner

'We didn’t want to leave Europe either’: Australian wine brand trendjacks UK general election

Author

By Shawn Lim | Reporter, Asia Pacific

December 17, 2019 | 1 min read

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.

The latest marketing news and insights straight to your inbox.

Get the best of The Drum by choosing from a series of great email briefings, whether that’s daily news, weekly recaps or deep dives into media or creativity.

Sign up

“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.

We Didn’t Want to Leave Europe Either by Wunderman Thompson

Overall Rating 4/5

Vote now

Trending

Industry insights

View all
Add your own content +