Imagine a criminal telling you his story live from a wine bottle. J.Walter Thompson SF along with the creative tech company Tactic has made it become true developing a wine lable like no other for Treasury Wine Estate’s brend 19 Crimes.
Using augmented reality (AR), Tactic developed an innovative 19 Crimes app for iOS and Android devices. The app animates the photos on each bottle’s label letting the characters portraited on them give unique monologues that bring to life the singular crime story that inspires each of the brand’s 7 signature wine lines.
This “criminal-driven” wine brand is inspired by the true tales of British criminals accused of 19 specific crimes. Starting in the late 1700s they were punishable by “transportation” or relocation to the new penal colony known as Australia. The offenses ranged from “theft above the amount of one shilling” to “stealing fish from a pond or a river.”
Main Creative Technologist Peter Oberdorfer, Tactic’s AR specialists, known for Jose Cuervo’s “History in a Bottle” AR app, led most facets of this experiential project from casting and voice overs to programming, creating digital assets and crafting 3D versions of the characters that become animated and speak aloud with thanks to the app.
“We worked with J. Walter Thompson and the 19 Crimes team to bring these historical characters to life, and create a new way for fans of the wine to engage with the brand,” Oberdorfer he says.
The 19 Crimes app can be downloaded for free from the app store. Once loaded, viewers will experience an easy user interface that guides them to make the characters on the bottles come to life.
Image over the headline.- AR app to animate wine labels by JWT and Tactic for 19 Crimes. Tactic.
Related external links:
AR app to animate wine labels by JWT and Tactic for 19 Crimes
Cuervo: History in a bottle app by McCann NY and Tactic
