You don’t need to be a wine lover to
toast this augmented reality app from the 19 Crimes Australian red label. To give the brand a truly distinctive image, they went rogue and highlighted Australia's criminal past by turning their bottle into an experience. Real British convicts on the bottles tell their stories of being sent to Australian penal colonies, adding dimension to the other executions in the campaign, and deftly capturing the attention of its target, affluent young men. To not love this one
would be criminal.
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