19 Crimes Custom Wine Label

Filed Under:

GOLD – SHOP! Global Awards 2020 – Alcohol & Tobacco – Temporary
GOLD – SHOP! Global Awards 2020 – Field & In-Store Promotion
GOLD – SHOP! Australia Awards 2019 – Alcohol & Tobacco – Temporary

MAAKE was tasked with bring the 19 Crimes story to life at selected Dan Murphy’s Stores across Australia.

We designed a large in-store ‘Jail Cell’ that would encourage people to get a ‘mug shot’ which was then printed as a custom Wine Label and stuck on a bottle of 19 crimes.

This fun and engaging experience introduced 19 Crimes to a new audience in a unique and exciting way. The activation was extremely successful across each store, with sales for the period of promotion up well over what was forecast.


We received ‘Gold’ in the 2019 SHOP! Australian Marketing Awards and subsequently entered into the 2020 Global SHOP! Awards where we won ‘Gold’ in 2 categories – Alcohol & Tobacco – Temporary & Field & In-Store Promotion.

From the SHOP! press release:

“MAAKE Australia, id8 Studio, XPO Brands, Public Design Group and Plump & Spry were recipients of the highly coveted Global Awards which recognise excellence in point of purchase retail displays, activations, visual merchandising and store design. 

The Awards included a total of 70 local gold winners from 12 Shop!/POPAI chapters and affiliates around the world. Of the 18 Global Awards given, Australians won six – two more than the previous year and more than any other country, cementing Australia as a top player on the global stage when it comes to POP displays and activations. 

MAAKE Australia took home two of Australia’s six prizes for its 19 Crimes Get Your Mug Shot Taken & Join the Gang campaign, winning the Field & Instore Promotion and Alcohol & Tobacco Temporary Display categories.” 

Carla Bridge, General Manager of Shop! ANZ, said Australia’s success at the Awards is an indication of the strength of retail marketing locally. 

“With increased competition and a breaking down of the walls which once held out global competition, Australian retail marketers have stepped up to the challenge and are well and truly holding their own, proving themselves as among the best and brightest in the world. “

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