MAAKE was tasked with bring the 19 Crimes story to life at the 2019 Great Australian Beer SpecTAPular events in Melbourne and Sydney.
We designed a simple but impactful stall which highlighted the portraits of the convicts that feature on each of the 19 Crimes Wine labels, reinforcing the brand story.
A simple serving bar and additional props brought the space to life. We then created a fun and engaging activation featuring a key with a unique code which we handed out to consumers via a lucky dip.
If the code unlocked the custom designed ‘Jail Cell’ that held one of the bottles, they would win a Case of 19 Crimes wine.
The activation was extremely successful across both Sydney and Melbourne events, introducing 19 Crimes to a new audience in a unique and exciting way.