Cricket fans have been welcomed to Brisbane for the second Ashes Test with a cheeky billboard from 19 Crimes.
The name of the Australian wine brand comes from the list of 19 Crimes which saw the British banished to Australia as convicts in the 1700’s. The Barmy Army loves to remind Aussie’s of their “convict” connection but here, the word is being owned to celebrate the current score in the Ashes series.
“19 Crimes is a disruptive brand, so this felt like a great way to be topical, while nodding to the story behind the wine”, said Laura Pennycuick, TWE head of marketing, ANZ.
The creative, brought to life by Treasury Wine Estates and in-house agency ‘Splash’ will be seen at the Brisbane Airport in the week leading up to the 2nd Ashes Test—a series that occurs every two years, dominating chat around watercoolers and beyond.
“All summer long, the Ashes is fuelled by banter between Australia and England, and we saw a great opportunity to join the conversation and put 19 Crimes top of mind for the festive season”, added Tom Opie, creative director of Splash.
The second test begins today in Brisbane at the GABBA. The Aussies will be looking to win their second match, taken them to a comprehensive position to retain the Ashes. Where as the Brits will be looking to even the series at a venue they have been winless at since 1986.
Credits:
TREASURY WINE ESTATES
Laura Pennycuick – Marketing Manager ANZ
Georgie Ingram – Brand Manager
Aaron Bolzonello – Brand Manager
Ari Wytwornik – Marketing Manager Digital and Social
SPLASH X TWE
Elsa Beaumont – Agency Director
Tom Opie – Creative Director
Phil van Bruchem – Creative Director
Hayley Sparshott – Head of Business Management
Marni Burger – Head of Design
Matt Ebeling – Senior Designer
Peale Tran – Senior Media Trader
Scott Swindles – Media Trade
