Treasury Wine Estates (TWE) has partnered with a company called Tactic on an augmented reality campaign that sees labels tell stories via an app.

The app company created a series of animated characters for TWE's wine label 19 Crimes, which, when triggered, had the various characters on the labels begin to speak to the user.

Tactic combined its expertise in character animation and visual effects work with its knowledge of mobile AR, and created an integrated experience for the brand via the app, which has launched in time for summer.


The 19 Crimes label is modeled on the history of the founding of Australia as an English Penal colony, and the labels depict various prisoners who were banished to their new fate.

Tactic employed voice actors to portray these characters, and modeled them to seamlessly animate from each of the brand's seven signature lines.

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