19 Crimes & MAAKE

Personalised Wine Label Photo Moment

Immersive AFL Footy Finals Activation at SCS

19 Crimes Wines celebrate the rebellious spirit of the more than 160,000 exiled men and women, the rule breakers and law defying citizens that forged a new culture and national spirit in Australia. It was only fitting to bring this brand personality to the on premise environment.

MAAKE came to us with an exciting concept - to create a personalised brand experience that would drive sales and brand affinity for 19 Crimes. In keeping with the 'mug shot' labels of the Treasury Wines 19 Crimes labels, MAAKE wished to create an experience where consumers could replicate the mug shot and apply their personalised label to a bottle of wine instantly.

Our team of event photographers were deployed to Dan Murphys stores around the country. Within each store was a 'mug shot' set where consumers could pose for a photo against a mug shot style backdrop.

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Curious to know what exactly a ‘styling bar’ entails? An epic pop-up salon in the middle of campus – styling chairs, wash station, blow dry bar, and professional hair stylists to look after your locks.

What’s the first thing #millennials do after getting a fresh new hairstyle?! Whether it’s just a cut or a full-on colour transformation – it didn’t happen if it’s not on social media. After students had their hair professionally dyed, they headed over to our PIXTA Pod ‘Selfie Station’ to capture the perfect shot.

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Equipped with a bright ring light, you’re definitely going to snap a few different options because let’s be honest, you’ll want the content for a good #throwback down the track. After students snapped their ‘before and after’ shots, they were able to instantly send their content to themselves using our social sharing software.

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