19 Crimes & MAAKE

Personalised Wine Label Photo Moment

This personalised photo booth activation turned shoppers into rule-breakers, bringing 19 Crimes’ rebellious brand story to life in-store.

The Brief.

MAAKE partnered with Polite Playground to deliver an engaging, sales-driving activation for 19 Crimes across Dan Murphy’s stores. The goal: transform the brand’s iconic “mug shot” labels into a live, personalised experience that would delight customers, spark shareable content, and strengthen brand affinity while staying true to the rebellious spirit of 19 Crimes.

High Quality Portraits

Influencer Engagement

Custom Photo Studio

How We Did It.

Our team designed and executed a custom photo studio experience that reimagined the brand’s infamous labels. Shoppers stepped into a bespoke mug shot set, complete with an authentic backdrop, and posed for their own outlaw-style portrait.

  • Custom Mug Shot Backdrop: Immersive set that echoed the brand’s heritage

  • Professional Event Photography: High-quality portraits for each participant

  • Instant Label Personalisation: Photos applied directly to 19 Crimes bottles on-site

  • In-Store Engagement: Nationwide activation across Dan Murphy’s locations

This seamless, interactive brand activation transformed ordinary wine purchases into unforgettable, personalised keepsakes.

The Impact

The campaign not only boosted in-store sales but also generated a surge of user-generated content. Consumers left with a bottle that felt uniquely theirs, and 19 Crimes cemented its rebellious identity with an activation as bold as its wines.

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