Make A Splash.
A take-no-prisoners brand launch at Alcatraz.
For the global launch of the 19 Crimes wine brand, Treasury Wine Estates needed a truly take-no-prisoners concept—something that would capture the roguish spirit of the brand, celebrate its portfolio of wines, and generate plenty of industry buzz.
Services
Corporate Storytelling
Brand Expression
Brand Activation
Immersive Experience Design
Event Management and Execution
Channel Training and Education
Creative Direction
Entertainment
Solution
With scruffy convicts’ faces gracing its wine labels, 19 Crimes is a fun, irreverent brand that pays homage to ‘the banished’—criminals who were shipped to Australia’s rough penal colony in the 1800s. Where better to launch the brand than on Alcatraz, the most notorious prison in the world? InVision designed and executed A Night of Infamy, an immersive, branded experience that banished guests to Alcatraz for some criminally good fun. To bring the brand to life, actors posing as convicts mingled with guests while a traditional Irish band and sleight-of-hand artists entertained the crowd. Attendees were treated to a tour, wine tastings and dinner served in the original prison cafeteria, and they took home a souvenir: their very own mugshot.
Result
The launch celebration was a resounding success—not one person attempted escape; in fact, all attendees surveyed agreed they’d be happy to remain banished. More importantly, the event generated plenty of impressions on social media and generous press coverage in key trade publications.
